Growing brand demand and footfall for Paris Baguette
Hyperlocal YouTube, Google, and Meta campaigns that built brand awareness, navigated new ‘Less Healthy Food’ regulations, and drove measurable in-store visits across two London locations.
We worked with global bakery-café chain Paris Baguette to grow brand awareness and drive in-store visits for their Canary Wharf franchise location, while also supporting the launch of their new Westfield London branch. The brief: build a brand that London recognises, and turn that recognition into footfall.
What We Delivered
Increasing Awareness Through YouTube & Paid Social
We implemented a two-phase paid ads strategy to build and scale brand demand across London, focusing hyperlocally on Canary Wharf.
Brand Search Volume — "Paris Baguette Canary Wharf"
Since Trapeze Media joined · Source: Google Search Console
Brand searches for Paris Baguette Canary Wharf increased sharply from the month we launched.
Phase 1: Establishing Local Visibility
From February to June 2025, we launched hyperlocal ad campaigns across Google and Meta using image-based creative to build initial awareness.
+83% increase in branded searches for “Paris Baguette Canary Wharf” by people in London
Phase 2: Scaling with Bespoke Video Creative
Once bespoke video creative was introduced, we expanded distribution across YouTube and the full Google ecosystem. Within just one month — June to July 2025 — this drove a further +23% uplift in branded search demand.
High-quality video + intent-driven platforms = compounding brand growth.
Supporting a New Store Launch: Westfield London
Alongside Canary Wharf, we supported the Westfield London opening in November 2025 with a dedicated launch strategy — video-led campaigns to generate immediate awareness, and hyperlocal targeting to capture nearby demand from day one.
Creative Strategy: Navigating LHF Regulations
When Less Healthy Food regulations came into force, traditional product-led advertising — especially content featuring indulgent cakes and pastries — became restricted for broad audience targeting. Rather than pulling back, we adapted.
- Advised Paris Baguette on the LHF ban and its specific implications for their paid ad campaigns
- Developed bespoke video creative concepts that implied indulgence without directly showing restricted products
- Focused on occasion-led storytelling — celebrations, gifting, morning rituals
- Maintained strong visual appeal and performance while staying fully compliant
This is one of the clearest examples of what it means to be a specialist in food and hospitality advertising. We knew the regulations before our clients did — and already had a plan.
Driving Footfall Through High-Intent Google Campaigns
Building awareness was only half the brief. We also needed to convert that demand into footfall — particularly during the morning and lunchtime windows that matter most for a bakery café.
Google Performance Max
We ran PMax campaigns optimised specifically for store visits and “Get Directions” actions — tracking the moments where online interest becomes a physical visit.
Scaling What Works
After identifying strong early performance, we increased Google Ads investment by 45% between July and September 2025 — resulting in a 60% uplift in footfall-driven conversions and improved cost efficiency.
The Outcome
By combining awareness-building video campaigns with high-intent search targeting, we successfully grew brand demand at scale, converted online interest into measurable in-store visits, and supported both an existing franchise location and a new store launch — all within a single campaign year.
“Trapeze Media's efforts came at a critical time and directly contributed to boosting our sales. The impact has been invaluable.”— Wayne Stevenson, Franchise Owner, Paris Baguette Canary Wharf & Westfield London
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