Have I got a story for you. Or rather, Michel et Augustin’s packaging does. Job postings, requests for spaces to rent, rooftop selfies, open house hours and announcements for pastry certification classes in Paris are all shared on the packages of the gourmet pastry brand ran by two childhood friends.
Using day-to-day happenings so publicly has made customers feel like they are part of the brand. And because of those loyal fans, Michel et Augustin has edged out giants including Pepperidge Farm and led France’s premium cookie category.