Black Star Pastry Est. 2008 first opened its doors in Sydney as a specialty bakery. Their hero product, the Strawberry Watermelon Cake, was hailed ‘the world’s
most Instagrammable cake’ by The New York Times in 2018.
most Instagrammable cake’ by The New York Times in 2018.
In recent years, the brand expanded into Melbourne. Their first Melbourne store
opened in 2020 in St. Kilda, followed by Chadstone, and the Melbourne CBD store opened in April 2023.
opened in 2020 in St. Kilda, followed by Chadstone, and the Melbourne CBD store opened in April 2023.
For more details, scroll down to the bottom of the page for the case study.
University assignment in collaboration with Ben Inglis, Ella Nunez, Milla Saul and Thomas Tripodi, 2023.
Paid Partnership with BroadSheet
Challenge
Black Star Pastry, a premium bakery with multiple locations, wants to boost brand visibility and sales for their Melbourne store through a strategic social media campaign. In Melbournes competitive luxury dessert market, Black Star Pastry must stand out and update its online marketing approach to engage a younger audience and drive customers to its new store in Melbourne's CBD and increase sales for its famous Strawberry Watermelon cake.
SMP
Black Star Pastry makes any moment better.
Target Audience
'City Natives'- urban, stylish individuals aged 20-40 who value high-quality, aesthetically pleasing desserts and are active on Instagram and TikTok.
Insight
This demographic is selective about their food, seeking unique and shareable experiences. They are influenced by social media trends and look for desserts that offer both quality and visual appeal. Therefore we developed the SMP- Black Star Pastry makes any moment better.
Creative Idea
"Sweeten Any Moment" – Highlights how Black Star Pastry’s Strawberry Watermelon Cake can enhance any occasion by using social media and brand partnerships to showcase it in diverse scenarios that will appeal to the target audience.
