St. Pierre at the
British Grand Prix
OBJECTIVE
St. Pierre’s strategic focus was to create strong brand recognition by showcasing its presence across all catering outlets at the British Grand Prix. Our objective was to create an immersive, French-themed activation complemented by dynamic digital content displayed throughout the event. By engaging audiences in a fun and memorable way, we aimed to strengthen customer affinity whilst driving product trial.
IMPACT
APPROACH
We brought St. Pierre’s French heritage to life by creating a dedicated themed activation area designed to immerse visitors in the brand’s inspiration. A miniature Eiffel Tower was a central visual element to attract the consumers’ attention, encouraging social sharing, and enhancing brand visibility far beyond the event.
Fans were invited to participate in a Spin to Win game, which offered a mix of exclusive branded merchandise and the chance to win a Super Car Experience in Monaco, linking the activation to the glamour and excitement of high-octane motorsport.
Meanwhile, St. Pierre’s products were stocked on F&B outlets across the entire Silverstone site, ensuring accessibility to the brand and encouraging trial. Supporting this was branded digital content displayed on over 125 screens in high-footfall areas such as food courts and till points. This alignment of physical and digital presence provided a seamless brand journey for eventgoers.
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