And Just Like That… S3
Hot Fellas Bakery
To celebrate the return of And Just Like That…, my team and I brought the fictional Hot Fellas bakery to life through a two-day pop-up in New York City, transforming a viral in-show moment into a real-world fan experience. Designed as a love letter to New York and the show’s audience, the activation celebrated Anthony’s fan-favorite character and long-overdue queer storyline.
Ahead of the opening, we designed the campaign to mirror the marketing rollout of a real neighborhood bakery — leveraging influencer partnerships, surprise talent appearances, earned media seeding, and strategic brand collaborations to turn the pop-up into a cultural moment for fans across the city.
Awards
CLIOS Entertainment 2025
Shortlisted: Television & Streaming - Public Relations - Use of Influencer & Talent
Hot Fellas officially broke bread on broadcast,
To launch the campaign and kickstart social buzz around the bakery, we tapped two of the most beloved stages in broadcast. Tapping into the late night crowd, Mario Cantone announced the grand opening of Hot Fellas Bakery on Watch What Happens Live with Andy Cohen, a cultural mecca for fans of And Just Like That…This appearance was followed up with a morning show appearance on Good Morning America, officially putting Hot Fellas on the map across audiences everywhere.
Iconic Ambassadors
To keep the conversation going online, we recruited cultural icons Taye Diggs and Jake Jonez as honorary Hot Fellas. Wearing the bakery’s signature denim jumpsuits, each talent created playful social content that merged their personalities with the Hot Fellas brand.
Deliveries worth a thousand posts
In the days leading up to the grand opening, my team and I sent our Hot Fellas out across NYC to hand-deliver custom bread baskets that doubled as VIP invitations to the pop-up. The deliveries were made to a curated mix of creators, And Just Like That… superfans, and key media outlets including Cosmopolitan and InStyle.
The unexpected doorstep visits sparked immediate reactions, with recipients delighted by both the treats and the suited Hot Fellas at their door. Many of the moments quickly made their way online, generating organic social buzz, and early earned media before the bakery doors even opened.
Perfect Partnerships
Working with longtime lovers of the Sex and the City universe and cultural curators in their own right, THNK1994, we developed an exclusive line of Hot Fellas merchandise available only at the pop-up.
To bring the bakery experience to fans beyond New York, we also partnered with Grubhub and Seamless to launch a limited-time virtual storefront. For one weekend only, fans in NYC, LA, and Chicago could order a Hot Fellas Bakery bundle directly through the apps, complete with fresh baked goods and exclusive co-branded swag. Each drop sold out within hours as fans rushed to get their hands on the limited-edition kits.
