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Gabrielle Shaw Communications // PR and Marketing

CASE STUDY

Driving the cupcake trend

The Hummingbird Bakery


The Hummingbird Bakery landed in Notting Hill in early 2004 to become the home of quality American-style baking in London. Today it has six branches across the city and is famed the world over for its delicious cupcakes and other sweet treats.

OUR WORK TOGETHER - GSC was there from the start with Hummingbird, working to fuel the American-style cupcake craze in London and make Hummingbird products a must-have treat for locals. Our campaigns helped build the brand and fuel momentum towards further branch openings across the capital. With a playfully disruptive approach we took the brand into suprising new places beyond the food pages and into fashion, society and trendsetter news.


Our collaboration with British fashion brand, Mulberry, created limited edition cupcakes that celebrated their exclusive “Julie for Mulberry” range, by artist Julie Verhoeven. The opening of the 2nd location in South Kensington captured interest, curiosity and headlines with an exclusive launch party hosted by The Hummingbird founder, Tarek Malouf, held in conjunction with local nightclub, Boujis. Cocktails and “adults only” alcohol-infused cupcakes were served, including a lime and rum Mojito cupcake.

Through innovative sponsorships, the brand became a media darling and was seen at high profile London Fashion Week after parties, the Donna Aida Denim Launch and was even a featured player at the Waterstones Harry Potter Book Launch.

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    Making cupcakes iconic in the style world

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    Hummingbird Celebration Cakes

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    Mad for Red Velvet