Boulangerie Paul is a well-known bakery chain in Belgium, loved for its traditional French charm and high-quality artisanal products. This spring, they introduced something bold and new: the New York Rolls, buttery, rich, and filled with delicious flavours like pistachio, chocolate, and vanilla. Paul wanted to do more than just place them in the window. They wanted people to talk about them, crave them, and most of all, taste them.

To bring this to life, we set up a PR campaign that invited content creators from across Flanders, Wallonia, and Brussels to visit their nearest Paul bakery and try the New York Rolls for themselves.

13 creators set out to Paul locations in Gent, Brussels, Oostende, and Charleroi. Each adding their own personal flavour to the visit. Some highlighted the aesthetic, others focused on the texture and taste, but all shared their genuine excitement with their communities through TikTok videos, Instagram Reels and Stories.

The result? A total of 29 unique content pieces, over 8,500 organic engagements, and thousands of mouths watering. The authentic enthusiasm from the creators led to a strong return on ad spend of 595%. Proof that good food, shared by the right people, really does speak for itself.