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La Lorraine – Sac Pain

Best practices

Best of Inhome

Post date

January 8, 2024



Objective Campaign

The campaign objective is to increase sales with an original DM idea. Therefor they send people breadbags to their homes. With those bags they could go to their nearest shops to fill it with a free bread and as so people could get to know their products.


Media Characteristics

Around 20 Carrefour with a radius of 3 to 4 km.
Targeting: high educated , High social class A B1 B2, +45 years old.

A little over 5.000 mailings were send out.

Reason best Practice

Reason Best Practice (cont.)

Brand relationship:
56% of the whole panel doesn’t know La Lorraine which means the brand is not very known

Emotion & engagement:(people who kept the bag)
• 71% have positive emotions by receiving the breadbag
• 11% of people’ s opinion improved and 89% remained their opinion, there is no deterioration on the impact of the brand

Consideration: (whole panel)
• 54% would consider to buy their bread from La Lorraine in the future

Impressive intent to act! (people who kept the bag)
• 71% intend to get the free bread, 6% already did

Conversations: (people who kept the bag)
• 42% will talked about the bag, 24% already did it



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