La Mère Poulard: turning an asset sale into a media repositioning

Groupe La Mère Poulard sold its biscuit factory to refocus on hospitality, dining and the visitor experience at Mont-Saint-Michel.

RevolutionR structured the PR support for this refocus: 15 strategic communications, 103 press mentions and an audience reach of 180M, with AFP, Les Echos, BFM TV and France 3 among the media outlets.

How do you support a historic heritage group through a phase of strategic refocusing, and turn an asset sale into an opportunity for media repositioning?

• Clear positioning: presenting the sale as a strategic move, not a retreat.

• Consistent storytelling: showcasing the Auberge, its gastronomy (the iconic omelette, MOF chef Christophe Pacheco) and the Horizon 2030 programme.

• Targeted activation of the media network: business, food, travel and broadcast media.

• A new chapter: renovation of the museums, a training workshop leading to a recognised qualification, and the Horizon 2030 plan including €30M of investment to preserve and showcase the heritage.

Why did Groupe La Mère Poulard sell its biscuit factory?

To refocus on hospitality, dining and the visitor experience at Mont-Saint-Michel, as part of its Horizon 2030 programme (renovation of the museums, a qualification-based training workshop, €30M of heritage investment). RevolutionR supported the communications around this refocus.

What press coverage did La Mère Poulard's refocus receive?

103 press mentions and an audience reach of 180M, from 15 strategic communications, in media such as AFP, Les Echos, Challenges, BFM TV, CNews, Ouest-France and France 3.