Red Agency out-flavoured the competition with the launch of Ghermez Cupcakes’ third Sydney store.
In order to separate Ghermez Cupcakes as the crème de la crème of cupcakes in a mass of cup cakeries in Sydney, Red Agency commissioned local couture milliner Jane Stoddart to create unique 1940s Hollywood-style hats. The hats were inspired by Ghermez Cupcakes’ unique flavors: Pistachio and Rose, White Chocolate, Rose Chocolate and Apple.
At the launch event in Sydney’s CBD, the hats were paraded by four classically-styled models and attracted attention from CBD workers, food and fashion bloggers, and Sydney’s leading metro newspaper mX, which ran an image of the models on the front page.
To coincide with the launch, Red Agency secured one-on-one media interviews for founder Ghazaleh Lyari with key metro newspapers and women’s magazines including The Sun Herald, Sunday Telegraph, Woman’s Day, Madison and Bride to Be. Lyari identified her target audience as “stylish and sophisticated women, who opt for high end products and services,” from this Red Agency approached Rosemount Sydney Fashion Festival and anchored Ghermez Cupackes as the exclusive cake partner, attracting interest from attending designers, models and fashionistas alike.
Following the great success and positive response from the launch, Red Agency continued to work with Ghermez Cupcakes until the end of 2010. Feeding off of the momentum from the launch, Red Agency had Ghermez Cupcakes featured in several newspapers and magazines including Nude Food Magazine, Virgin Blue Voyeur, madison and The Sydney Morning Herald – My Small Business.