Marketing the Crunch: How Picard Sells Texture

In the traditional world of food marketing, flavor has always been the primary selling point—sweet, savory, spicy, or sour. But for Picard’s new Christmas log, the marketing narrative has shifted decisively toward texture. The entire campaign revolves around the “crunch,” the “snap,” and the “crack” of the dessert. Inspired by the sensory experience of the Dubai chocolate bar, the marketing team is selling the physical feeling of eating the dessert just as much as they are selling the taste of pistachio and chocolate.
The product descriptions meticulously highlight the “angel hair” pastry and the “biscuit base,” words chosen specifically to evoke a sensory response. These descriptors promise a break from the monotony of soft, uniform sponge cakes that often dominate the holiday table. This focus on texture addresses a common consumer complaint about frozen desserts: that they often lack structural integrity or bite. by placing the “crunch” at the forefront of their messaging, Picard is assuring the customer that this product offers a dynamic and engaging eating experience that defies the limitations of frozen food.
The premium price of €28.99 is largely justified by this promise of textural complexity. The consumer understands, through the marketing, that they are paying for a multi-layered engineering feat, not just a block of flavored cream. The visual assets used in advertising highlight the cross-section of the log, showing the distinct strata of crunchy pastry and smooth mousse, reinforcing the structural promise visually. It tells a story of craftsmanship and careful construction that appeals to a food-literate audience.
This strategy also taps into the growing ASMR (Autonomous Sensory Meridian Response) trend and the internet’s obsession with food sounds. A “crunchy” dessert sounds more appetizing, satisfying, and “fresh” to the modern ear than a “soft” one. It creates a sense of anticipation for the bite, making the product more desirable before it is even tasted. The marketing suggests that the act of cutting and eating the log will be an event in itself, filled with satisfying sounds and sensations.
Ultimately, Picard is successfully marketing a sensation. They are selling the satisfaction of the crunch and the pleasure of textural contrast. It is a smart, modern approach to selling food in 2025, recognizing that for the contemporary consumer, mouthfeel is a critical component of flavor and satisfaction.