A gourmet roadshow designed to connect with consumers.
For the second consecutive year, Brioche Pasquier is relaunching its Tournée Gourmande roadshow. This nationwide initiative brings the brand directly to consumers. As brands look to build stronger connections with their audiences, roadshows are becoming an effective way to drive engagement and encourage product trial.
This new edition, the brand has upgraded its activation with a fully redesigned event trailer. The objective is clear: attract visitors, generate footfall, and create a friendly experience around Pasquier products. Through this brand activation, Brioche Pasquier also highlights the values of sharing, indulgence, and generosity that define the brand.
A Field Activation Designed to Create a Gourmet Experience
To achieve these objectives, GLOBE designed an immersive activation built around several engagement areas. At the heart of the experience, the event trailer welcomes visitors throughout the day for product tastings. The recipes adapt to different consumption moments, from breakfast to afternoon snack;
Furthermore the experience continues with a sandwich bar, tastings of brioches, pancakes, and Pitch products, along with several fun activities. The 100% winning Burger Roulette gives visitors the chance to leave with exclusive gifts. A gaming area, relaxation zone, photo booth, and interactive experiences complete the journey. Together, these elements transform product tasting into a true experiential marketing experience.
A Roadshow That Strengthens Brand Engagement and Visibility
For nearly one month, the Brioche Pasquier Tournée Gourmande roadshow travels across 12 French cities through 16 event dates. The activation takes place in city centers, shopping malls, and high-traffic areas, allowing the brand to connect directly with its consumers.
Finally by combining product tasting, entertainment, and interaction, Brioche Pasquier creates a memorable experience that turns product discovery into brand preference. Through this brand activation, the power of experiential marketing is clearly demonstrated: increasing visibility, encouraging product trial, and building lasting connections with consumers.
