MARKETING: ALL DAY BAKERY CAMPAIGN

Financial Results All Day Bakery Media Campaign

Two test waves of the city campaign “all day bakery”

Location: Antwerp Belgium (historically worst performing city in Belgium – the grey lines) versus rest of Belgium (yellow lines)

Message: our organic artisan sourdough bread is unique and is the basis of our tartines, come and taste them at Le Pain Quotidien

Media: Digital billboards, online, search, social, web

Results: The gap in number of transactions vs 2019 between Antwerp and the other regions decreases after launch of the two waves of the marketing campaign. Compared to the other regions, Antwerp had in the 24 weeks of the POST period analysis an additional EBITDA of 108k€ or 123,3% of the campaign cost.