STORY: St Pierre goes viral thanks to tequila and The Rock

St Pierre, which recently bolstered its marketing team with seven new recruits, including an International Marketing Director, is toasting its latest celebrity fan.

The organic in-house campaign was developed in St Pierre’s Manchester HQ to target the world’s highest earning actor and helped the European bakery business ‘go viral’ on Instagram. The brand is now planning a series of tongue-in-cheek video clips to capitalise on the success of the novel food pairing.

Dwayne ‘The Rock’ Johnson, who worked with a family-owned Mexican distillery to found the Teremana Tequila brand, was targeted by organic posts from St Pierre’s US social channels, securing a coveted spot on The Rock’s own social page.

The video, which was initially shared via @stpierreus and then reshared by the ex pro wrestler, featured a bespoke French toast recipe which incorporated the star’s Teremana Tequila. The Rock has long-been a Hollywood favourite, but more recently has become famed for his cheat meals and fervour for French toast, sharing #RockToast recipes with his some 202 million followers.

After being highlighted on the star’s page, the post has now amassed more than 2 million views, been engaged with almost 3 million times and secured comments from the Teremana Tequila brand  page, The Rock’s personal chef Rocky Mercedes and gained more celebrity followers including cooking enthusiast Chrissy Teigen.

Jen Danby, International Marketing Director at St Pierre Groupe comments, “It’s been brilliant to see engagement with the brand at this level. Previously, brands would have paid big money for a planned collaboration, but I think the strength of the personalised content combined with the times in which we’re living, contributed to the success of this campaign. Obviously, we’re hugely grateful to Dwayne Johnson and his team, too!

“As the pandemic has continued, more people have flocked to social media than ever before and brands are taking notice. In the UK, we’re seeing regular engagement across brands and sectors which wouldn’t ordinarily interact. I think the sense that ‘we’re all in this together’ has led to more genuine exchanges across social media”.

For more information visit