Bonne Maman and Elephant Grounds bring festive French comfort to HK

Bonne Maman, the iconic French brand known for its gingham-lidded jams and spreads, is bringing a taste of festive comfort to Hong Kong through a limited-time collaboration with homegrown specialty café Elephant Grounds.

Running from 18 November to 18 December 2026 at Elephant Grounds’ Hollywood Road and Star Street outlets, the campaign aims to introduce Bonne Maman’s products to urban foodies and café-goers beyond traditional at-home breakfast occasions.

Founded in Biars-sur-Cère in southwest France—and named after an affectionate French term for grandmother—Bonne Maman is best known for its signature gingham-lidded jars.

The collaboration centres on four co-created seasonal menu items, each built around a different Bonne Maman spread. Highlights include a chestnut-and-blueberry Mont Blanc Danish and candy-cane churros served with chocolate hazelnut spread.

To extend the experience from the café to consumers' homes, dine-in customers who order any two items from the collaboration menu will receive a complimentary mix-and-match set of four Bonne Maman mini jars, while stocks last.

Both participating cafés have also been outfitted with custom Bonne Maman illustrations, integrating the brand’s visual identity into the physical dining space.

In conversation with MARKETING-INTERACTIVE, Natasha Lee, marketing manager, Bonne Maman, said both brands share a commitment to artisanal craftsmanship, natural ingredients, and community warmth. "Elephant Grounds’ creative café platform and prime neighborhood hubs (Hollywood Road and Star Street) provide the ideal setting to showcase Bonne Maman’s versatility to new consumption moments, especially for festive season."

"At Bonne Maman, we celebrate warmth, generosity, and authentic craft made from the finest ingredients. Partnering with Elephant Grounds allows us to bring a touch of French festive sweetness to Hong Kong diners, showcasing playful new ways to enjoy our jams and spreads beyond the breakfast table," added Lee. 

While this marks the debut tie-up between the two brands locally, Bonne Maman noted that it remains open to future partnerships with like-minded brands in Hong Kong.

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