MANCHESTER, UK — Brioche category leader St Pierre, in partnership with The Tennis Channel, has launched a nationwide competition offering shoppers the chance to win a trip to Paris and tickets to attend the French Open in 2023.

In a collaboration designed to celebrate the start of the 2022 tournament, St Pierre and The Tennis Channel have hosted a series of events at tennis clubs in Cincinnati, Chicago and Los Angeles to encourage entry to the competition, drive trial of St Pierre products and raise awareness of both brands with a key audience, according to St Pierre.

The St Pierre brand has also implemented a nationwide program of in-store advertising, with aisle fins and shelf-wobblers highlighting the chance to win, with a simple QR-code entry mechanic to drive engagement. 

“Last year, we worked with The Tennis Channel after identifying a strong correlation between its viewers, the sport and our own shopping audience,” said Jen Danby, St Pierre’s international marketing director. “This year, we have decided to build on the partnership and are confident the project will prove fruitful in driving brand awareness with target audiences for both brands.” 

As well as in-store activity, dedicated social media and digital support, the events taking place at the tennis clubs will encourage sports fans to take part in sponsored coaching sessions before enjoying a Parisian brunch.

The competition is open now and can be entered online. The full prize includes: 

  • 2 round-trip flight tickets to Paris
  • 4 nights accommodation in a 4-star hotel
  • 2 tickets to the French Open
  • A St Pierre travel kit
  • A tour of Paris in an orange 2CV (optional add-on)