When Celebrity, Cuisine & Crisis-Smart PR Collide
From Pie Room to Prime Time: How a one-day pop-up turned 26 million earned reach and a potential crisis into positive national coverage.
ChallengeVisit California wanted an in-market activation during a CEO Mission that felt culturally relevant to Australians while wildfires threatened to overshadow the story. The briefCreate something upbeat, newsworthy, and unmistakably Californian. InsightAustralians engage most with timely, sensory experiences they can taste, film, and share. |
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IdeaWe brought Curtis Stone’s new Beverly Hills Pie Room to Melbourne’s Federation Square, transforming it into a “Slice of California” pop-up that mixed celebrity appeal, destination storytelling, and a crisis-smart donation drive. |
ExecutionFederation Square became a California road-trip experience, complete with Curtis serving 2,000 pies, live DJ sets, and bold destination backdrops for broadcast and social content. Our partnership with Flight Centre delivered trade integration through a trip giveaway, while media and influencer amplification kept the story alive across news, radio, and social channels. |
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Results+ 54 media hits across TV, radio, and online + 26 million earned reach + 2,000 pies served and 600+ competition entries + $4,745 raised for wildfire relief + $50 k in trade value unlocked through Flight Centre |
The Gate 7 Difference
Our cultural timing, local insight, and seamless integration of PR, consumer, and trade channels turned a simple activation into a multi-layered success story that kept California top of mind and open for business.