Benjamin Li
Aug 28, 2013

Hong Kong patisserie Paul Lafayet enlists SPRG as first PR partner

HONG KONG - Local French-style patisserie Paul Lafayet has chosen SPRG as its first PR agency partner at a time when the family run business is facing increasing competition from better-known European rivals that have been opening up Hong Kong stores in recent years.

Hong Kong patisserie Paul Lafayet enlists SPRG as first PR partner

Paul Lafeyet is a family business started in Hong Kong in 2010. Since its inception it has grown to seven stores located in shopping malls like Hysan Place, K11, City Super, Langham Place and APM. The brand plans to open a new store at the Hong Kong International Airport in September.

SPRG signed the one-year PR contract last week. The agency previously worked on a co-promotion project with Watson’s Wine and Paul Lafayet.

An SPRG spokesperson told Campaign Asia-Pacific that Paul Lafayet was the first retailer to introduce French pastries like macarons, which were previously available only in five-star hotels.

In recent years, actual French patisserie brands like Ladurée, La Maison du Chocolat, Jean Paul Hévin and TWG Tea have mushroomed in Hong Kong. "Most of these French patisseries actually ship their pastry products from France rather than have them freshly made in Hong Kong like Paul Lafayet,” the spokesperson said.

SPRG, which currently handles a range of F&B clients including Great Food Hall, Pocari Sweat and Kirin Beer, will help Paul Lafayet with promotions, events and media relations.

Source:
Campaign Asia

Related Articles

Just Published

23 hours ago

Agency Report Card 2023: FCB

A year of transformative change for FCB in key markets, as the addition of Kinnect and continued strength from FCB/Six continues to drive business growth in India and New Zealand, respectively.

1 day ago

Alibaba, Tencent beat forecasts with strong results

Both Chinese tech giants continue to record robust growth. Meanwhile, Tencent's market capitalisation is already more than double that of Alibaba’s.

1 day ago

Southeast’s Asia’s top 50 brands 2024

Customers who participated in a comprehensive research survey conducted by Milieu Insight and Campaign rated Samsung and Shopee at the top of their list. View the other 48 brands who made the cut.