A chance has arisen to see Son Heung-min (34, LAFC) and Lionel Messi (39, Inter Miami) face off in person.
Paris Baguette said on the 9th that it will launch its first global brand campaign, 'PLAY BOLD (enjoy boldly!)', together with Major League Soccer (MLS) team LAFC.
'PLAY BOLD' is the campaign name that combines Paris Baguette's brand initials PB (PARIS BAGUETTE) and LAFC's home city LA. It carries a message to enjoy everyday life without hesitation, like LAFC's bold and attacking style of play.
The core of this campaign is the 'combination of sports and bakery.' Paris Baguette plans to offer a new customer experience that goes beyond simple product consumption to include match viewing and on-site experiences.
The most eye-catching item is the giveaway of VIP tickets to LAFC's MLS season opener in Los Angeles on Feb. 21 (local time). LAFC will face Inter Miami, last season's playoff champion. Messi plays for Miami, making a matchup with Son Heung-min highly likely. From Jan. 9 to 26, customers can enter by purchasing 30,000 won or more at stores nationwide or online (Pava app, HappyOrder).
First prize (2 winners) will receive LAFC season opener VIP tickets and travel vouchers (2 tickets per person); second prize (3 winners) will receive an LAFC away jersey personally signed by Son Heung-min. Other generous benefits include a full team signed jersey (2 winners) and collaboration product exchange vouchers (100 winners).
The entry method is simple. Customers are automatically entered when they place an online pickup order of 30,000 won or more through the Pava app or HappyOrder. For offline entries, customers who purchase 30,000 won or more at any Paris Baguette store nationwide can enter by entering the random number printed on their receipt on the Pava app event page. Each ID can enter up to 18 times. Winners will be announced on Jan. 28 through the Pava app.
A Paris Baguette official said the company will continue to showcase a differentiated brand experience that combines the passion of sports and Paris Baguette's everyday pleasures.
Meanwhile, Paris Baguette on Dec. 30 last year became the first domestic food and dining company to sign an official partnership with LAFC. Going forward, it plans to continue various participatory marketing activities, including match viewing events, LAFC-related bakery products and merchandise releases, and a youth fan invitation program (Meet & Greet).
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