La Mère Poulard: turning an asset sale into media repositioning

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

RevolutionR structured the PR support for this refocus, including 15 strategic communications, 103 press mentions and an audience reach of 180 million, 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 also 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, for example, the iconic omelet, Meilleur Ouvrier de France MOF (one of the most prestigious titles awarded by the French government that recognizes exceptional craftsmanship) chef Christophe Pacheco, and the Horizon 2030 program.

• 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 recognized qualification, and the Horizon 2030 plan including EUR €30million of investment to preserve and showcase its heritage.

Why did Groupe La Mère Poulard sell its biscuit factory?

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

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

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