SusieCakes, the homestyle scratch bakery with 25+ locations across California and Texas, retained Magrino to enact PR, social, and influencer initiatives for its impressive portfolio and pipeline of new openings. With second location set to open in Houston, Texas, Magrino was tasked with generating new buzz and excitement for an already familiar brand.
Magrino tapped into the local community to develop an impactful opening strategy and thoughtful press release to reach media and consumers.
Leveraging its location at the Texas Medical Center, Magrino worked with SusieCakes to create bespoke treats inspired by nurses and doctors, and coordinated a beautiful media mailer with the new signature treats for the area’s most influential media. Additionally, Magrino activated an engaging social influencer program to meticulously target the most impactful Instagram personalities, supporting a swell of earned editorial coverage with social media amplification to drive ROI.
The local media who received the edible mailers were delighted to be considered, which in addition to smart messaging in the press materials, resulted in coverage with the top major outlets, including The Houston Chronicle, Houston Press, Eater Houston, and ABC Houston. The digital team successfully collaborated with a total of 4 Houston influencers with a combined audience of 200k Instagram followers.