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Q4 & Holiday

Marketing Plan

Themes & Key Dates


October
Focus: Organic Wine
Oct 31 Halloween
Actions: Breast Cancer Awareness Month (US)
November
Focus: Catering & Events
Nov 27 Thanksgiving (US)
Actions: Launch Christmas campaign

December
Focus: Speculoos & Hot Drinks
December 6 Sinterklaas
December 25 Christmas
Actions: Sinterklaas & Christmas; prepare Epiphany
January (Q1 2015)
Focus: New Years resolutions, health & wellness
Jan 6 - Epiphany

October Actions
Breast Cancer Awareness
Portion of Pink Lid sales go towards Breast Cancer research

Moscow

Celebrating Halloween Around the World


With Whole Wheat Witches, spooky
decorations and team costumes
NYC

London

October Store Decoration Tips


Dress your communal table simply with pumpkins and gourds
Add dried leaves to your dcor for an extra Autumnal feel

October Merchandising
Think fall colors: red, orange and gold!

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Masala Chai Tea


Sweet Orange Jam
Blood Orange Spread
Noir Spread
Dark Roast Coffee
Crunola

November Merchandising
Warm & Luxurious

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Earl Grey
Fig Jam
Noisella
Dark Roast Coffee
Black Olives & Paste
Balsamic
Caravan Mix

December Merchandising
Christmas

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English Breakfast
Four Fruits Jam
Forest Fruits Spread
Speculoos spread
Dark Roast
Speculoos Cookies
Holiday Retail

Blackboards
October - January

Collateral: Check Presenter

Additional Designs
Magritte-inspired Catering postcard
Holiday Postcards

Holiday Window Vinyls

Holiday Range Card

Catering Window Cling

10% Discount Card


For Christmas Retail Products

NOVEMBER 15 DECEMBER 25
LAUNCH HOLIDAY CAMPAIGN

Holiday Packaging
Coffee Sleeve

* To print sleeve locally, please reach out to Margaret or Morena for the
file. To order from HAVI, please send us your required quantities ASAP.

Holiday Packaging
chocolates

Holiday Packaging
Chocolate spreads

Holiday Packaging
Gingerbread Boys

Holiday Packaging
Postcards

Holiday Packaging
Bche de Noel box

Holiday Decorations & Retail


Additional tools to communicate our seasonal offering

Build your own bunting our seasonal postcards on twine


Pine cones suspended on fairy lights
Bread bowls of DIY decorations (e.g. frosted pine cones and evergreen)
Homemade bread or pinecone wreaths (which could also be an event decorate our store and your home!)
Decorate your stores accordingly: window vinyl, red espresso bowls with candles, natural pinecone wreaths,
pinecones in baskets on communal tables

In-Store Actions & Communications


Postcards all stores
You write, we send, they smile
Send a postcard to friends/family or Santa bread baskets & chalkboard
Blackboards
Promote seasonal beverages and bakery items on A-frames
Communal Tables
Postcards As a form of DIY bunting, guests can pin our postcards around
the communal table sharing their favorite holiday memory or recipe
Staff Engagement - Christmas Contest
$100 to the barista that sells the most retail and $200 to the store that sold
the most retail for staff Christmas drinks
Music
Classical Christmas music mixed into your playlist (every 5 songs)

Events

Sinterklaas Events (Dec 6th) Hot Chocolate and Speculoos

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Hot chocolate give-away cups (similar to International Coffee Day)


Speculoos gingerbread cookie to each child

Christmas Markets

Introduce your customers to your seasonal products with a holiday treat


sample event. Create your own pop up event in front of your store or get
involved in a local event
Push Christmas retail, bakery and drinks

DIY Events around holiday season custom made gifts with Le Pain

Quotidien
Wreath Making ticketed event/workshop
Gingerbread House Making ticketed event/workshop
Soap making using LPQ retail products (coffee, honey) ticketed
event/workshop

Local Store Marketing: GMs to decide


o a) Christmas pop-up retail stands
o b) Kids events Cookie baking or decorating

Events

Sinterklaas for Adults 6 December


Bigger event with aim of press coverage

Choose a big store where Sinterklaas shows up but this time, for adults!
With organic sweet treats galore, as well as hot milks, mulled wine, organic alcohol, etc., the communal table
rich will be rich with speculoos chocolate alcohol postcards
This will be a Christmas wonderland with adults in mind, a place they get to act like kids just for the day!
Host press event first to initiate excitement and coverage
A Sinterklaas-inspired wooden clog will be left in various LPQ locations for guests to be encouraged to take
photos and share on Instagram for a chance to win entry to the one-off event (about 40 places in total)

Holiday F&B
BAKERY
Holiday Cookie
Brown sugar, pumpkin bagged cookies and single in jars
Cougnou
Bche de Noel
Our traditional Christmas Cake baked by our pastry chef
Kings Cake (Galette des Rois)
This puff pastry cake, filled with almond frangipane, is a traditional accompaniment to the Feast of the Epiphany, celebrating the Three Kings visit
to the baby Jesus twelve days after Christmas (avail. from 23rd November)
THE PERFECT GIFT
Red bowl Speculoos cookies and 2 chocolate bars and a nougat bar
CHOCOLATES & TREATS
Traditional Belgian Spreads 4 pack 24.95
Our traditional Belgian spreads: Noisella (cocoa and hazelnut), Brunette (hazelnut),
Noir (cocoa), and Speculoos (cinnamon biscuit) packaged together and wrapped for gift giving.
Belgian Speculoos Gingerbread Boys
Crispy, crunchy cookies made with pure butter, brown sugar and spices.
Produced just for us by a venerable Belgian house whose recipe dates back to the 1820s.
27 pc Gift Box Assortment of 30g Bars

21 pc Holiday Assortment Belgian Chocolate Squares


(milk, dark, speculoos) Description to come
The Red Bowls (small/medium)
Our signature footed bowls decked out in Christmas red.
Two different sizes are now available (Espresso & Medium size
Cookbook
Le Pain Quotidien Cookbook Over 100 recipes for breads, breakfast, soups, salads, tartines, hot dishes, and sweet things from our kitchen!

Epiphany:
In-Store Actions
Decoration: Crown your breads to spread the message of
the Kings Cake. Post photos on social media!
Retail & Dine-In: Offer a free hot chocolate to those who
bring in the fve
Staff Engagement: Gather each store team around to
participate in the tradition and learn the story behind it;
Select a King/Queen per store have your baristas wear
crowns over their hats to start buzz

Digital: Social Media


Facebook and Twitter accounts will get a Christmasy
look with a banner photo change
October
Promote our organic wine offering, the process of
organic winemaking, wine pairings
Hashtag: #LeVinQuotidien
November
Push hot drinks, speculoos, holiday retail, catering/
events
Are you a #Speculover?
December
Sinterklaas, holiday retail, Belgian traditions, letters
to Sinterklaas
Bring back #CoffeeBowling with the holiday red
bowls!
Pinterest Advent Calendar
Hashtag: #RedBowlSelfie #ShoesForSinterklaas
Epiphany
Encourage guests who receive the feve to post
photos of them as king or queen for the day!
#LPQKingsCake

Digital: Website Content


The website will also get a Christmas design change with custom hero images to temporarily replace the current ones.
Wine:

Organic winemaking

Tips for pairing wines at home

Alain on his vineyard

Spotlights on our wine offerings


Seasonal Menu Highlights:

One a Day Green Juice

Gluten-free Peanut Butter Cookie

Buche de Noel

Kings Cake story


Seasonal Food Spotlights:

Cranberries, kale, squash, root vegetables, pumpkin


Recipes:

Hot drinks (mulled wine, speculoos latte, etc)

Cakes, pies

Pumpkin-based treats

Winter Quinoa Taboule

Holiday gifting recipes

Baked apple
Holidays:

Thanksgiving tips (pie push)

Dinner party tips // holiday party menu planning

Story of Sinterklaas

Story of Speculoos

Holiday gifting guide (push on pinterest)

Photo recap of Epiphany in our stores