BakeStand’s arrival at Melbourne Walk marked the next chapter for one of Melbourne’s newest cult cookie brands. Inspired by the city itself – a little rough around the edges, but soft on the inside – the new CBD outpost brought the brand’s signature ‘Melbourne-style cookies’ to the heart of Melbourne.

We partnered with BakeStand to lead the launch across talent and media, building momentum ahead of opening and securing editorial coverage that firmly placed the new venue on the city’s radar.

Beginning with an exclusive feature in Broadsheet, coverage quickly followed in delicious., Concrete Playground, Sitchu and Urban List, driving anticipation and culminating in a sold-out opening weekend that cemented BakeStand’s status as a local favourite.