Ladurée

SCOPE OF WORK

Ladurée, the world-renowned French pâtisserie founded in 1862, is celebrated for its iconic macarons, exquisite pastries and elegant tea rooms around the globe. Each location offers an indulgent experience — a tribute to the art of French confectionery.

To support its growth in Canada, Ladurée partnered with Matte PR to elevate brand visibility and deepen engagement with its target audience. The goal was to position Ladurée as the premier destination for Parisian treats and sophisticated gifting, reinforcing its presence in the Canadian market.

Matte PR was assigned to produce an ongoing media relations program, including seasonal press releases for new product launches and tailored media pitches. We set out to cover different segments of the media landscape, targeting food and lifestyle publications. The agency was also tasked with creating social media buzz about Ladurée Canada.

“Matte PR excels at understanding what is required to steward a world-renowned brand, while delivering precise and focused client service. Their approach blends the reach and established media connections of traditional full-service firms with the charm of a boutique agency — offering thoughtful, attentive service that never feels impersonal. We sought a partner who could offer overall strategic direction and take the time to truly understand our brand, crafting bespoke media strategies for both specific projects and ongoing media outreach.” – Olesya Krakhmalyova, owner, Laudrée Canada

STRATEGY & EXECUTION

Upon signing, our goal was to position Ladurée’s tea salons in Toronto and Vancouver as the ultimate spot for savouring luxurious French treats. To make the world-famous brand top of mind as a go-to destination for Canadian media we initiated brand seeding and media mailers with key Canadian food, luxury and lifestyle writers. This involved educating them about Ladurée’s offerings and introducing the debut of new items exclusively arriving in Canada for the first time. As part of our ongoing efforts to maintain media engagement, we actively pitched topical angles and issued press releases that seamlessly tie into seasonal campaigns and unveil new launches, such as the limited-time holiday collection and the Mon Chou collection for Valentine’s Day, among others.

In June 2023, Ladurée opened its second Canadian pastry laboratory, its first in Toronto. This marked a huge expansion for the luxury brand and its Toronto consumers, as the brand’s world-famous cakes would now be available to purchase at its Toronto locations. To drive the much-needed attention to this opening, Matte PR launched a media campaign inviting tier-one media to visit the lab personally. By offering the media a personalized experience at the tea salon and new laboratory, we were able to create a ripple effect of press coverage in tier-one outlets. This strategic effort was complemented by a well-crafted press release and targeted media pitches, ensuring widespread dissemination of the news.

Amidst the agency’s seasonal activities, we continued to regularly engage with influencers. Each season, we curated new influencer lists, selecting the best local content creators to invite into Ladurée’s Yorkdale and Vancouver tea salons, inviting them to experience its world-class pastries and cakes. We also came up with a mailer strategy, placing Ladurée’s Holiday macaron boxes in the hands of engaging food and lifestyle content creators.

RESULTS

Our PR and influencer efforts secured 361 pieces of earned coverage with a reach of 47,146,867 from December 2022 to October 2023. This included 184 pieces of media coverage and 177 social media mentions by media and influencers.

Our combined efforts generated true success in achieving widespread visibility for Ladurée Canada and further securing the bakery as the go-to location for true savoir-faire.

Click through our press highlights: