Baccarat x Lady M

ABOUT THIS PROJECT

CATEGORYEvents

SITUATION

Lady M Cake Boutique, known for elegant, multi-layered Mille Crêpes cakes partnered with Baccarat, the French luxury Maison to create the world’s first luxury cake truck with 3D art by Kurt Wenner. The five-year partnership launched the cake truck in New York City at the Baccarat Boutique on Madison Avenue, and traveled across the country before commencing operation in California.

STRATEGY

Magrino created a detailed media campaign surrounding the launch, starting with an exclusive with Women’s Wear Daily before launching the truck with an exclusive first look event in New York City, which was followed by a consumer reception. Many top media attended the preview event and hundreds of consumers lined up to experience a taste of the luxury cake truck before the unveiling. On the day of the launch, Magrino distributed a press release announcing the new collaboration to a wide list of media.

SOLUTION

As a result of Magrino’s efforts, the launch of Lady M x Baccarat cake truck garnered over 25 million media impressions to date including top tier publications such as Architectural Digest, WWD, Galerie, Robb Report, The Daily Front Row, among others.