Black Star Pastry is a high-end bakery chain and home of the world's most Instagrammed cake. The main objective of this campaign was to raise awareness of the Black Star Pastry brand in Melbourne due to its discreet location in an alleyway in the CBD. The company also wishes to increase interest in their Strawberry Watermelon cake and have it serve as their flagship product.
We focused on interactive activations, taking people on a QR-based puzzle/collectible adventure that also gives people the chance to see the sights of Melbourne.
We focused on interactive activations, taking people on a QR-based puzzle/collectible adventure that also gives people the chance to see the sights of Melbourne.
Challenge: While Black Star has a strong, established brand position in Sydney, Melbourne is a market with a different food culture. Melbournians love to try new dishes and viral food trends, but they also tend to be fiercely loyal to their chosen cafés and bakeries.
Target Audience: Young, trendy Melbournians aged 18-35, as well as tourists
Deliverables: In-store activation, website and social media
Campaign SMP: Black Star Pastry brings its community members on an exclusive adventure of flavours.
Collaboration with Bernard Uys, Gremmy Dinh, Ida Hornmoen & Monika Fulkoski
Left: Cardboard cutout activation
Right: Interactive activation/workshop where customers can craft their own Strawberry Watermelon cake
Right: Interactive activation/workshop where customers can craft their own Strawberry Watermelon cake
