Overview

A tasting and information session was held to explain and allow the media to sample four products, including the Halloween-limited menu item “Premium Chococro Mischievous Ghost W Sweet Potato,” which went on sale on September 29, 2023. In addition to developing information such as the fact that the croissant dough is bicolor, purple and yellow, which is a first in the history of Saint Marc Café for over 20 years, we directed everything from the composition of the explanation to the timing of the provision of tasting products, contributing to the acquisition of high-quality exposure for the start of sales.

Activities

① Information Development: First Time in Saint Marc Café History!

The bicolor croissant dough, made with roasted sweet potato powder from Anno, was derived from hearing that it was a “first in Saint Marc Café history.” We created a hook to appeal to how special this new product is, which actually led to media exposure.

② Changed Event Structure to Maximize Exposure

SUNNY SIDE UP was also responsible for creating the content of the speakers’ manuscripts, but the timing of providing the products was changed to match the timing of the content being spoken. We received high praise from the media for making it easy to write articles because they could eat while listening to the explanation.

③ Solidly Attracted Influential Writers

At the timing of switching PR agencies, this was the first time that SUNNY SIDE UP had worked on a Saint Marc Café project, but we were able to attract influential sweets writers and chocolate journalists who had not been able to be invited in the past. The explanation was given a total of three times, and all of them were fully booked.