Strawberry Watermelon Cake

Propelled Black Star Pastry’s iconic Strawberry Watermelon Cake to new heights in Melbourne, crafting a social media strategy that captivated audiences and turned casual followers into loyal fans.

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Problem:

Black Star Pastry is expanding into the Melbourne market, a city known for its strong food culture and loyalty to local cafes. While the brand has a strong presence in Sydney, it needs to build similar loyalty in Melbourne. There is also a need to boost sales of the Strawberry Watermelon Cake and deepen engagement with existing customers.

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Insight:

Melburnians are adventurous with food trends but also highly loyal to their favorite spots. Leveraging the city's love for trying new viral food trends and social media culture could be a key strategy to create excitement around Black Star Pastry’s signature cake. With its claim as “the world’s most Instagrammable cake,” a focus on driving visual, sharable content is critical.

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Idea:

Create a Melbourne-centric retro campaign that invites food lovers to “Join the Sweet Experience,” positioning the Strawberry Watermelon Cake in all joyful experiences that Melbourne Millenials experience. All executions are placed in location where the crowd would clearly see such as flinders trams, streets of wedding planning district and social media applications.