Hong Kong patisserie Paul Lafayet enlists SPRG as first PR partner

Paul Lafeyet is a family business started in Hong Kong in 2010. Since its inception it has grown to seven stores located in shopping malls like Hysan Place, K11, City Super, Langham Place and APM. The brand plans to open a new store at the Hong Kong International Airport in September.

SPRG signed the one-year PR contract last week. The agency previously worked on a co-promotion project with Watson’s Wine and Paul Lafayet.

An SPRG spokesperson told Campaign Asia-Pacific that Paul Lafayet was the first retailer to introduce French pastries like macarons, which were previously available only in five-star hotels.

In recent years, actual French patisserie brands like Ladurée, La Maison du Chocolat, Jean Paul Hévin and TWG Tea have mushroomed in Hong Kong. "Most of these French patisseries actually ship their pastry products from France rather than have them freshly made in Hong Kong like Paul Lafayet,” the spokesperson said.

SPRG, which currently handles a range of F&B clients including Great Food Hall, Pocari Sweat and Kirin Beer, will help Paul Lafayet with promotions, events and media relations.