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By Amy Houston, Senior Reporter

July 1, 2024 | 4 min read

Fold7’s debut work for brioche brand St Pierre combines the assuredness and confidence of the French with a healthy dose of humor, landing it our top spot today.

Making its TV debut, French baked good brand St Pierre is leaning into its heritage with a satirical spot that plays into national tropes.

The 30-second spot deliberately does not offer a straight take on Frenchness but delivers Parisian flair with a self-aware wink, offering a fun short with humor and playfulness.

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In addition to the TV ad, there is an accompanying print and digital campaign that focuses on three tearful French characters.

Each one passionately implores viewers to “eat chic, not tragique” and exclaims, “For France’s sake.” They humorously urge people to avoid “plastic cheese” and emphasize that “it’s brioche, not bread.”

Man with brioche
French woman


Creative agency: Fold7

Executive creative director: Dave Billing

Creative directors: Dom Moira, Kieron Roe

Agency producer: Michelle Hickey

Senior account director: Lucy Arnold

Account manager: Elly Batty

Chief strategy officer: Yelena Gaufman

Designer: Naomi Aylott Harvey

Head of creative services: Maggie Roberts

Director: Tim McNaughton

Director of photography: Jan Velicky

Production co: Arts & Sciences

Exec producer: James Bland

Producer: Ewen Brown

Service company: Comfort Films Prague

Service co-producer: Andrea Chadiimova

Editor: Leo King @ Stitch

Colorist: Rich Fearon @ Black Kite

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Post producer: Phil Whalley

VFX lead: George Brunt

VFX supervisor: Tito Fernandez

Post house: Black Kite

Sound: Sam Aswell & Mark Hellaby @ 750mph

Music supervision: Sam MacNamara @ Wake the Town

Music publisher: West One Music Limited

Media agency: PHD

Client: St Pierre

Global vice-president of marketing: Megan Harrison

Head of communications and media: Paul Gilbert

Head of UK brands: Lauren Meadows

Senior brand manager: Georgia Dales-Smith

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