MMCD x CAKE PICNIC

For Cake Picnic, we created a real-time brand activation that lived inside the experience, not adjacent to it.

My designer and I set up directly on the lawn, embedded among cake-goers, where people were eating, gathering, and (inevitably) covered in buttercream. We wore branded tees to signal presence and offered free product to attendees throughout the day.

The insight was simple: cake is joyful, communal—and messy.
So we made clean-up part of the experience.

Our most impactful product was mini hand sanitizers, which quickly became the unofficial essential of the event. Guests used them constantly to reset between bites, turning a small sample into a high-frequency, high-utility moment.

Beyond sampling, we built a broader brand presence.
We partnered with Cake Picnic on social, anchored the activation with a custom Mrs. Meyer’s cake, and captured content on-site to extend the moment across our owned channels.

What began as a two-person concept scaled into a full brand showing—with a larger Mrs. Meyer’s team on the ground and a cohesive visual and verbal presence throughout.

MY ROLE

Concept development, copy direction, t-shirt design, and on-site execution.

Partnered closely with design to create the visual and verbal presence—from branded touchpoints to physical setup on the lawn. Helped scale the activation from initial idea to a fully staffed brand moment, coordinating with internal teams and ensuring cohesion across IRL and social.

IMPACT
Created a brand moment that felt genuinely useful, not inserted.

Drove high product interaction through real-time need (mini sanitizers as hero), increased brand visibility within a highly social, community-driven event, and extended reach through partnership content and owned channel coverage.