Social, Video, Experiential, Web, Campaign
Bakerly x Miami Open
Bakerly is a French-born, American-made bakery brand known for bringing “the good stuff” to every shelf and snack break. From pillowy brioches to buttery crêpes, their products are crafted with real ingredients, no nonsense, and a whole lot of joie de vivre. Equal parts playful and premium, Bakerly’s mission is simple: make moments tastier, one authentic French treat at a time.
The Challenge: As the Official Baked Goods Sponsor of the 2025 Miami Open, Bakerly needed more than just a logo on a banner. They wanted a campaign that stood out in a sea of high-energy sports sponsors. Something that felt fun, family-forward, and unmistakably Bakerly. The brief was to bring French flavor to a tennis-loving crowd while keeping the brand’s lighthearted charm and premium feel at the forefront.
SOLUTION
We served up a full-funnel campaign that volleyed between cheeky and chic. Our concept layered tennis-inspired visual cues with Bakerly’s breezy personality, creating an identity that popped courtside and online. From digital assets to on-site motion graphics to large-scale billboards that played back, we leaned into fun, flavor, and French flair. Fans could taste, play, and engage with the brand at every turn, proving baked goods can win a match.
Campaign Identity
A playful and premium brand world that connected with tennis fans both on the ground and across digital.
We paired TGS Perfect (Condensed) with Phalarope to channel that perfect collision of French charm and Miami attitude. TGS does the heavy lifting: crisp, modern, and built for sport, like the sans you’d expect to see wrapped around a tennis court. Phalarope brings the flair. It’s a little weird, a little off, with curves that nod to vintage French signs and sun faded Deco-era Miami. The mix feels confident, but rich with heritage and right at home where Miami meets France.
We paired TGS Perfect (Condensed) with Phalarope to channel that perfect collision of French charm and Miami attitude. TGS does the heavy lifting: crisp, modern, and built for sport, like the sans you’d expect to see wrapped around a tennis court. Phalarope brings the flair. It’s a little weird, a little off, with curves that nod to vintage French signs and sun faded Deco-era Miami. The mix feels confident, but rich with heritage and right at home where Miami meets France.
The illustration style borrows from French children’s books but throws it into the sun. Light, loose, and full of bounce, the linework gives Bakerly’s world a hand-drawn warmth that feels at home in both a Parisian crêperie and a Miami stadium. Tennis players, giant floating hands, and real snacks live together like it’s no big deal. It’s a little surreal, a little sporty, and totally on brand, made to snack courtside or at home on the couch.
The illustration style borrows from French children’s books but throws it into the sun. Light, loose, and full of bounce, the linework gives Bakerly’s world a hand-drawn warmth that feels at home in both a Parisian crêperie and a Miami stadium. Tennis players, giant floating hands, and real snacks live together like it’s no big deal. It’s a little surreal, a little sporty, and totally on brand, made to snack courtside or at home on the couch.
We paired TGS Perfect (Condensed) with Phalarope to channel that perfect collision of French charm and Miami attitude. TGS does the heavy lifting: crisp, modern, and built for sport, like the sans you’d expect to see wrapped around a tennis court. Phalarope brings the flair. It’s a little weird, a little off, with curves that nod to vintage French signs and sun faded Deco-era Miami. The mix feels confident, but rich with heritage and right at home where Miami meets France.
We paired TGS Perfect (Condensed) with Phalarope to channel that perfect collision of French charm and Miami attitude. TGS does the heavy lifting: crisp, modern, and built for sport, like the sans you’d expect to see wrapped around a tennis court. Phalarope brings the flair. It’s a little weird, a little off, with curves that nod to vintage French signs and sun faded Deco-era Miami. The mix feels confident, but rich with heritage and right at home where Miami meets France.
The illustration style borrows from French children’s books but throws it into the sun. Light, loose, and full of bounce, the linework gives Bakerly’s world a hand-drawn warmth that feels at home in both a Parisian crêperie and a Miami stadium. Tennis players, giant floating hands, and real snacks live together like it’s no big deal. It’s a little surreal, a little sporty, and totally on brand, made to snack courtside or at home on the couch.
The illustration style borrows from French children’s books but throws it into the sun. Light, loose, and full of bounce, the linework gives Bakerly’s world a hand-drawn warmth that feels at home in both a Parisian crêperie and a Miami stadium. Tennis players, giant floating hands, and real snacks live together like it’s no big deal. It’s a little surreal, a little sporty, and totally on brand, made to snack courtside or at home on the couch.
Bakerly in Action
The Crepe Crew
Dressed in signature Bakerly blue, the Crêpe Crew brought smiles, samples, and serious energy. These on-the-ground brand ambassadors handed out treats and high-fives, helping make Opening Day the most delicious one yet.
Tasting Tables
Placed throughout the stadium, the tasting tables invited fans to enjoy Bakerly’s full lineup. Fluffy pancakes, buttery crêpes, soft brioche rolls, and more. Every bite was a mini French escape.
Giveaways
Everyone loves a surprise. Bakerly tote bags packed with treats and branded goodies were a hit with fans, sparking excitement and sharing across social.
Fresh Bites
Fans didn’t just watch the action. They tasted it. Bakerly’s baked goods were available across concessions, adding a warm French twist to the stadium’s culinary scene. From grab-and-go snacks to indulgent bites, every moment was made sweeter.
Find The Brioche
French music played. Screens lit up. And the stadium turned into a game show. Fans tracked animated baskets on the jumbotron in a fast-paced challenge to find the hidden brioche. Guess right and your whole row won Bakerly treats. Guess wrong and the row below did. Simple, silly, and deliciously fun.
