Bakery • Offline marketing • North London
Getting a brilliant product found.
Boulangerie Pierre Alix has a thriving Muswell Hill bakery and a Holloway Road café-bakery almost nobody knew was there. One flyer. 500 printed. A 13% redemption rate, and six straight weeks of sales growth.
The story
The right tool for the right moment.
Boulangerie Pierre Alix makes exceptional bread. Handcrafted pastries, seasonal bakes, the kind of place that becomes part of someone’s morning routine within a week of discovering it. Their Muswell Hill bakery had done exactly that. Strong footfall, loyal regulars, a real community feel.
Holloway Road was a different story.
Same product. Same people behind it. But the surrounding neighbourhood had almost no idea the site was there. An A-board on the pavement was doing the heavy lifting, and it wasn’t enough. For a business with something genuinely worth talking about, that felt like a real missed opportunity.
GoodFolks works with Boulangerie Pierre Alix across a range of channels including social media, email marketing and events. But alongside that wider activity, one question kept coming back to the Holloway Road site specifically: how do you reach people who aren’t following you, aren’t on your list, and don’t know you exist yet?
For that particular problem, the answer wasn’t another digital touchpoint. It was something physical, local, and impossible to scroll past.
We conceived, designed and delivered a two-sided flyer. One side was photography-led and warm, introducing both locations and the story behind the business. The other was clean and offer-first: a free espresso, latte or flat white with every croissant, redeemable at either site. Generous enough to get someone through the door, and smart enough to make that first visit worthwhile.
500 flyers went out across the local area.
65 came back redeemed. That’s a 13% redemption rate on a cold audience with no prior relationship with the brand. Industry benchmarks for printed flyer campaigns typically sit between 1% and 3%.
The more interesting result is what happened after.
Those new customers came back. They told people. The Holloway Road store has seen week-on-week sales growth in every one of the six weeks since, consistently in the 5 to 10% range. That’s not a spike from a one-off promotion. It’s a real, sustained shift in the trading performance of a store that was previously invisible to its own neighbourhood.
Flip it
One flyer. Two jobs.
Photography-led and warm, introducing both locations and the story behind the business.
Tap, drag or swipe the flyer to turn it over.
Every dot is a flyer
500 went out. 65 came back.
What we delivered
Concept. Design. Out the door.
Campaign Concept
We shaped the brief into a campaign built around one clear, compelling offer. The free coffee with a croissant mechanic was chosen deliberately: low enough friction to get a first visit, generous enough to feel like a genuine reason to try it rather than just another discount.
Design
A double-sided A5 flyer with two jobs to do. One side introduced the brand, both locations, and the craft behind the product. The other was pure offer. Clean, on-brand, and designed to be picked up and kept rather than immediately binned.
Print & Distribution
500 flyers printed and distributed across the local Holloway Road area, targeted at the people most likely to become regulars.
The results
At least four times the industry average.
Holloway Road sales, week on week since the drop
Not every problem needs a digital solution. But every problem needs the right one.
