Extraordinary Desserts
Situation:
Founded in the early 1990s by renowned pastry chef Karen Krasne, Extraordinary Desserts quickly established itself as a cornerstone of San Diego's culinary scene. With a passion for combining flavors from around the world and a dedication to artistry in presentation, Krasne's creations transformed the local dessert landscape. Over the years, the brand became synonymous with luxury and indulgence, earning numerous local awards and a loyal following. However, despite its success, Extraordinary Desserts remained a local treasure, largely unknown outside the San Diego area.
Extraordinary Desserts engaged Karlie Reitano to gain media interest on a national level for the brand.
Strategy
In order to get attention from a national audience, Karlie recommended a partnership with a brand and personality who already had a large following with top media and consumers: Cupcakes and Cashmere’s Emily Shuman – the multichannel fashion, food, beauty, and interior design brand.
Karlie recommended Extraordinary Desserts create a limited edition cookie inspired by Cupcakes and Cashmere.
To further elevate interest with media and consumers Karlie brought in a nonprofit partner: The Global Fund for Women, an organization that advocates for gender equality, standing up for human rights of women and girls. A portion of the proceeds from the cookies would go back to this nonprofit.
Results:
The cookie was a wild success:
Received media from national outlets such as Forbes, Time Out New York, Food & Wine magazine, The Knot, and others
Sold over 2000 cookies
Allowed Extraordinary Desserts to donate $6700 to the Global Fund for Women
Received over 71 million impressions
Secured over 5000 partner Instagram likes