French Dog Food Takes Over Central Park for American Debut

/ABOUT bab’in

Industry

Pet Food | DTC

Story

Bab’in is a premium French pet food brand with a fifty-year heritage rooted in veterinary science, culinary craft, and high-quality ingredients sourced from the French countryside.

One Day Event. Millions Reached. Clear Results.

Foot & Paw Traffic

Earned Influencer Impressions

M+

Broadcast Impressions

M+

Online/Press Impressions

The Challenge

Bab’in, a premium French pet food brand with a 50-year legacy of culinary excellence, set out to make its first major entry into the American market. Already a category standout in France, the brand needed a launch moment that would translate its heritage, quality, and credibility for U.S. consumers, while introducing its products through TikTok Shop to drive discovery and early conversion.

Bab’in partnered with Avenue Z to craft a breakthrough activation that could spark awareness, generate compelling storytelling, and give American pet owners a first taste of “The French Cuisine for Dogs.”

The Approach

Avenue Z designed a full-funnel experiential strategy centered on a French-themed food truck at Central Park & 5th Avenue — one of New York’s highest-value foot-traffic corridors and a perfect match for Bab’in’s premium pet owner demographic. The activation was built to communicate Bab’in’s culinary roots, deliver hands-on product education through sampling and brand ambassadors, and create conversion moments through TikTok Shop.

The experience blended cultural storytelling, on-the-ground engagement, influencer participation, and media amplification to introduce Bab’in to the U.S. with impact.

Our Process

Turning a French Culinary Legacy Into a Street-Level Experience

Avenue Z transformed Bab’in’s heritage into an immersive, high-touch activation at the iconic Central Park & 5th Avenue corner. A fully wrapped Citroën-style truck served as a mobile culinary showcase, supported by custom signage, menu boards, props, and French-inspired design elements. Our team managed every operational detail, permits, vendor coordination, staffing, training, sample flows, and live troubleshooting, ensuring the experience remained seamless as visitor volume surged.

The result: a premium, high-engagement environment where pet owners could sample Bab’in, learn the brand story, and interact directly with trained ambassadors.

The Buzz Engine: Influencers, Creators, and TikTok Shop

To extend the momentum beyond the food-truck experience, Avenue Z activated a multi-channel amplification strategy powered by creators and social commerce. Top pet-lifestyle influencers documented the event in real time — generating 481K+ earned influencer impressions through TikTok, Instagram, and on-site content creation.

On the ground, the activation lived on TikTok Shop, supported by GRWM-style videos, UGC highlights, and behind-the-scenes storytelling. Together, influencers and creators fueled sustained excitement around Bab’in’s American debut and drove discovery well beyond Fifth Avenue.

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The Media Moment: Broadcast, Press, and Public Reach

Bab’in’s American launch reached audiences across broadcast news and top-tier digital press. ABC7 New York spotlighted the Central Park activation, showcasing the brand’s French culinary heritage and debut experience — generating 3.5M+ broadcast impressions.

Beyond television, the press release syndicated to outlets including Yahoo! Finance, The Joplin Globe, PetAge, and TheDam.FM, delivering an additional 47.2M+ online impressions and cementing Bab’in as a standout new entrant in the U.S. pet market. Together, the broadcast and press coverage amplified the on-site buzz and introduced Bab’in’s signature cuisine to millions nationwide.