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Cases / Boulangerie Paul
Influencer PR
A viral pastry trend with a Belgian address: Boulangerie Paul launched its New York Rolls, and food creators from Ostend to Brussels were among the first to taste them.
Results
218k
Views
29
Pieces of content
4,7%
Engagement rate on TikTok
€5.2k
Earned media value
Creators
+813 creators
The campaign manager
When a pastry goes viral online, people soon ask where they can get one, and in Belgium Paul had the answer. Its new New York Rolls are round croissants filled with cream and topped with a pistachio, chocolate or vanilla glaze. They were now in Paul’s bakeries across Belgium, and Paul wanted food lovers to hear about them from people they already follow.
Food creators picked a Paul near them, and we booked their tasting there. From a sunny terrace at the Docks in Brussels to a Sunday treat in Ostend, they sat down with all three flavours and a hot drink. Some brought someone along, others tasted solo and talked straight to the camera, in Dutch or in French. The videos lingered on the dripping glaze, the flaky layers and the first crunchy bite, and many captions asked followers to pick their own favourite. The creators themselves were split between vanilla, pistachio and chocolate, and that is the nice thing about three flavours: a taste test easily turns into a conversation. No passport needed.
@manonnapoTerrace at the Docks
@anoukdeveylderPistachio first
@louvdxMust-try in Ghent
@marjoleingeeraersSunday in Ostend
@gniacoFlavour by flavour, in French
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