Paris Baguette pushes promotions in U.S. ahead of Christmas

A video featuring Korean bakery chain Paris Baguette's Christmas cake is shown on a large digital billboard at Times Square in New York. [SPC]

Paris Baguette, the bakery chain owned by Korea's SPC Group, is ramping up its marketing in the United States as Christmas approaches.

The company has been showcasing its seasonal items on the Times Square billboard ahead of Christmas since Dec. 13. The advertisement, featuring cakes and other seasonal goods, is scheduled to run until Dec. 25, it announced Tuesday.

To engage with the audience, the team from the U.S. subsidiary of Paris Baguette appeared on Los Angeles area broadcasters FOX11 and KTLA on Dec. 1 and 3 to introduce its various cakes and pastries.

The CEO at Paris Baguette North America also participated in interviews on NBC's local programs, NY Live and LA Live, on Dec. 13. The CEO discussed the development story behind its Christmas cakes and highlighted product features.

These promotional efforts are estimated to have contributed to an approximate 10 percent increase in Christmas cake sales in the U.S. market up until the second week of December, compared to the previous year, according to SPC.

Paris Baguette operates more than 520 stores in 10 countries, including the United States, France and Cambodia.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]