Cremorne is the latest lucky location to be anointed with its own Baker Bleu, the cult bakery that started in a tiny Elsternwick shopfront in 2016.
KDPO’s enduring friendship with Baker Bleu’s Mike and Mia Russell has seen us be part of this exciting ride. Baker Bleu has already spread its wings to Hawksburn, Caulfield North and Double Bay in Sydney, and we were jumping with carb-fuelled joy to help launch its fourth iteration, which is the brand’s biggest bakery and café to date.
Just a short stroll from Richmond Station, it has oodles of space for the swoon-worthy sourdough, crackingly good sandwiches and all sorts of treats.
Our campaign proceeded from a “coming soon” teaser to generate hype to a detailed media release and an exclusive ‘First Look’ with Broadsheet Melbourne. The food media responded with equal enthusiasm.
The venue’s well-timed Easter launch also provided the perfect excuse for a hot cross bun tie-in.
Baker Bleu’s HXBs are the Melbourne gold standard, and to prove it we targeted a list of lucky key media and industry leaders to receive their own buns to sample. The Easter campaign achieved coverage across a wide array of platforms including Broadsheet, Good Food, Gourmet Traveller, delicious, and RUSSH Australia, while the socials of influential figures such as Dani Valent, Julia Busuttil Nishimura, Beci Orpin and Jess Nguyen were running hot.
