Michel et Augustin is a premium French brand crafting gourmet cookies, biscuits, and pastries using high-quality, natural ingredients and playful marketing.
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See all ads on AdLibrary →Michel et Augustin launched in Paris in 2004 with handmade-looking cookies and a founder double-act that turned artisan biscuits into a media story. Known for a 2016 Starbucks CEO elevator pitch stunt that went viral, the brand expanded to Whole Foods USA before being acquired by Savencia. Also searched as Michel.
The brand's core ad strategy is personality-first: the named founders appear in campaigns, packaging copy is conversational and self-mocking, and stunts replace traditional media buys. The Starbucks CEO cold-call in 2016 — turned into content — exemplifies their earned-media-as-advertising model. Paid social amplifies organic moments rather than leading with product. See current Michel et Augustin ads at AdLibrary.
Facebook and Instagram carry most paid spend, with video-first creatives that mimic the brand's playful packaging voice. Retargeting focuses on grocery and foodie audiences. US campaigns around the Whole Foods launch used geo-targeted Facebook ads in coastal cities with high artisan-food index.
Copy is chatty, first-person, and deliberately imperfect — echoing the hand-lettered labels. Themes include: the kitchen-table origin story, real ingredients (named farms), and a running joke that the founders are 'troublemakers' who shouldn't be trusted with a biscuit company. Seasonal and collab drops generate fresh creative cycles.
The brand demonstrates that a strong founder narrative is a renewable creative asset. Every product launch, market entry, and PR moment gets filtered through the Michel-and-Augustin double-act, giving journalists and consumers a consistent story hook. For food DTC brands: personality-led packaging that talks to the customer directly outperforms category-generic 'natural' claims.
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