research / brand strategy / creative direction

La Madeleine

Pitch Work

Indulge Often.

The Client:

La Madeleine is an iconic national chain of french fast casual restaurants, with roots in Dallas, TX. The brand brings classic french flavors to familiar and cozy environments, perfect for everyday indulgence. 

The Situation:

Despite it’s prevalence, La Madeleine was seeing falling awareness and a low NPS score. It had still seen high marks for quality and consistency, but with low emotional connection to the brand, it was a perfect time for a refresh.

My team proposed a message evolution from being a “convenient” and “consistent” functional brand to creating a strong emotional narrative for the brand. Afterall, the way into a person’s heart is through their stomach!

The Solution:

Leaning on french attitude and “little treat culture”, I developed a new brand platform for La Madeleine.

Indulge, Often. 

This platform is built on three emotional pillars: Joy, Connection, and Intimacy. Positioning La Madeleine as the solution for food fatigue, and general meal time overwhelm by highlighting their uniquely french sensibility around social dining, simplicity, and care.

From there, my creative partners built a cheeky, decadent campaign that highlights the textured imperfections, the communal spirit, and the clean ingredients of this french staple. 

There’s magic between each fold of a croissant.
Hidden in the rich warmth of a croque madame, there’s something that tells us it’s okay to give into cravings.
To laugh with our mouths wide open. To toss our heads back and sigh loudly. To not take life so seriously.

Indulge, often. That’s the la Madeleine way.

Beyond a beautiful brand campaign, myself and my team developed a social strategy, messaging guidelines, and audience targeting profiles to counter the falling awareness of the brand and reframe its offering where audiences are searching most.