CRUMB was an idea before it had a name — a café built around artisanal pastries, specialty coffee, and a sense of place.
Dear Studio led the launch campaign from the ground up: positioning, tone of voice, social rollout, influencer seeding, PR, and content production.
The goal? To build real anticipation, a cult following, and a business that felt beloved from day one.
By opening weekend, the line wrapped down the street — and it hasn’t stopped since.
Launch Highlights
13.9K+ followers in under 3 months
1.1 million+ monthly views
Posts shared, saved, and tagged daily
High volume of user-generated content (UGC) — customers capturing every flaky bite
Frequent requests for pastries seen on Instagram
Regular sell-outs
Comments like: “There’s a marketing genius behind these posts”
Owner feedback: “That post made the hairs on the back of my neck stand up”
What We Did
Developed CRUMB’s brand positioning and voice
Created a full content strategy across pre-launch, opening, and weekly rollouts
Wrote every caption with care — blending poetry, sensory appeal, and subtle strategy
Produced reels, stills, and stories optimised for shareability
Introduced a “comment to order” and “comment to join” DM funnel
Ran influencer gifting and local seeding
Managed content calendar and publishing
Shaped newsletter, launch press angles, and customer response
Results
CRUMB has become a cult local brand, loved by its community and beyond
Content directly drives product demand (people walk in asking for what they saw online)
The brand has expanded from pastries to merch, events, and pre-order programs
CRUMB’s audience is highly engaged — consistently sharing, saving, and tagging
Regular features in media, influencer coverage, and local press
Still selling out daily — 3+ months post-launch
Takeaway