Danish bakery brand, Ole & Steen, was seeking a way to make a splash with the opening of its 100 Church St. location — its first location in the area. In order to raise awareness and capture customers, we crafted a fully integrated opening strategy and tactical plan that utilized marketing, earned media, influencer marketing and more. Two pre-opening events featured over 40 media and influencer attendees and gave these key amplifiers an exclusive opportunity to be the first to see the new space and sample a variety of pastries and breads. In addition, prior to opening day, 20 personalized "Cinnamon Social" drops were made to notable influencers and media members, including The New York Times, Bon Appétit, The Cut, and Food &Wine.

On the big day, we lead the execution of three NYC coffee cart takeovers, bringing the brand to the streets and commuters’ paths. The tactic resulted in capturing over 2,000 email addresses and building a strong foundation for future marketing. Additional on-site opening day activations included: a NYC Napkin Artist who created personalized napkin illustrations for customers, a roaming photographer to document images and email addresses, and fun personalized balloon installations. From an earned media perspective, an alert featuring "Ten Things to Know About Ole & Steen 100 Church St" was distributed to a wide range of F&B, local, trade, broadcast, and lifestyle journalists, cutting through the noise and capturing even more attention.