Paul - Breakfast with attitude campaign

PAUL is a French chain of bakeries & cafés estabilished in 1889. It specializes in serving premium products including breads, crêpes, pastries, coffee and wine.

PAUL updated its menu to also include breakfast offers. Each day people could get a different menu for a special price during the mornings.

We looked at breakfast as more than just a meal. Because even the studies say that what you eat in the morning sets you up for the day. We wanted to give breakfast a bigger purpose and present the PAUL offers as the mood enhancers you need to start everyday right. Eat for the day you want, at PAUL.

The Key Visual series was focused on giving each weekly offer a distinctive personality. Based on their signature aesthetic and ingredients, we created five visuals that showed a specific "mood". Each one of them presented the moods our target could set themselves up for with the right breakfast.

We created extra content to promote the offers and empower our target to take over each day.

On our landing page anyone could discover the offer. Moreover, we invited people to upload pictures with their breakfast on Instagram and we automatically created the colour scheme of the day.