Founded in 2014 by Jean-Pierre Ternat, Master Artisan Pastry Chef trained at La Maison Lenôtre, the Biscuiterie de la Vallée de Chevreuse, located in Essarts-Le-Roi within the Haute Vallée de Chevreuse Regional Natural Park, is a benchmark in fine biscuits.

Jean-Pierre Ternat’s creative pastries are crafted primarily from exceptional local products: 100% natural ingredients without additives, offering customers a palette of subtle and gourmet flavors. His clientele includes both individuals and businesses, who purchase in-store or place orders.

The Biscuiterie also relies on its website to showcase and market its numerous biscuit recipes throughout Île-de-France and the provinces.

The Biscuiterie de la Vallée de Chevreuse partnered with Marketing Tactics for a targeted campaign aimed at the luxury hospitality sector: an effective mix of traditional and digital communication.

Welcoming guests with fine biscuits offered on their first night! Strengthened by success in several major Parisian hotels, the Biscuiterie de la Vallée de Chevreuse aims to expand its refined and gourmet first-night gift offering to a selection of Parisian and Île-de-France hotel groups.

The objective: to present its biscuits as a delicate personal touch to enrich the guest experience!

A targeted and personalized campaign was structured around a multi-step approach:

1. Compilation of a recipient list based on criteria defined by the Biscuiterie de la Vallée de Chevreuse management.
2. Contact initiation and tasting invitation: a personalized approach via an invitation letter, followed by an email message highlighting the biscuiterie’s high-end image.
3. Appointment scheduling: an intuitive form allowing hoteliers to effortlessly plan a tasting session.

Marketing Tactics supported the Biscuiterie de la Vallée de Chevreuse at every stage of the campaign

Selection of hotels and contact qualification

• Precise identification of the most relevant establishments: 5-star rating, geographical location, absence of renowned pastry chefs, etc.
• Compilation of decision-maker functions: contact qualification via phone.
• Development of an argumentation strategy to introduce the initiative, gather information, and inform the designated recipient about the upcoming invitation.

Design and content creation for the invitation materials

Creation of an elegant and personalized postcard reflecting the biscuiterie’s world and the targeted hotel category, featuring a photo of the Master Artisan Pastry Chef in his workshop. A main visual showcasing an array of biscuits immediately stimulates the senses and captures the interest of decision-makers.

Design of the invitation email

Adaptation of the invitation postcard into a refined email, reflecting both the artisanal and sophisticated nature of the biscuiterie, encouraging recipients to schedule a tasting.

Development of an appointment booking form

An intuitive tool facilitating seamless tasting scheduling with the Biscuiterie, ensuring smooth and efficient follow-ups.

In conclusion…

Thanks to this professional and targeted approach, the Master Artisan Pastry Chef is accelerating his development within this new market. By adopting the communication codes of his audience, he strengthens his brand positioning, refines his offer with personalized variations according to establishments, and progressively secures his place in the luxury hospitality industry.

Visit the website of the Biscuiterie de la Vallée de Chevreuse : https://www.biscuiterie-vallee-de-chevreuse.fr/