Establishing a buzzworthy new way to showcase and distribute gourmet dessert jars was no small task—but it was an exciting one.
When Jars by Dani—a web-based dessert-in-a-jar company based in NYC—approached us to collaborate with them on an exclusive in-store partnership with Bloomingdale’s, it was a bit like the icing on the proverbial cake. (Yep, we went there.)
As part of the newly inked deal, the mega-retailer would host Jars by Dani’s first pop-up shop for a limited run in both the department store’s 59th Street flagship and SoHo location.
We got to work, developing multiple iterations of how the physical space might come together and advising owner Dani Beckerman on personalized touches that would make for a distinctive experience. We cranked out branded postcards, eye-catching wall decals, in-store signage, and flavor menus. Our favorite idea? Revamping a pair of ice cream carts to give the distinctly modern company a touch of old-school panache.
So … does anyone have a spare ice cream cart lying around?
To make that big in-store impact, our team scoured Craigslist and raided our personal contacts, searching for two ice cream carts we could transform into mini mobile shops for Dani’s jarred creations. Luckily, we found an artisanal popsicle purveyor who was relocating from New Jersey to Georgia—you can’t make this stuff up—and needed to offload his two refrigerated carts.
We scooped them up, rehabbed them with the Jars by Dani branding, and prepped them to hit the shop floor.
But, as anyone who’s ever done an off-site activation can understand, nothing ever goes 100% according to plan. For starters, the carts didn’t fit in the stairwell of Dani’s walk-up kitchen, which meant we needed to find a last-minute storage solution. (Cut to montage of HZ employees ferrying the carts to Manhattan Mini Storage.) Then, the night before her brick-and-mortar debut, a compressor in one of the carts failed, which meant that Dani needed an emergency refrigerator fix. HZ account executive Lesley Stern swooped in, cleared out her own fridge, and stocked it full of product that Dani could easily transport to Bloomingdale’s the next day.
Success is sweet.
Was the activation a piece of cake? Not exactly. But we always appreciate the opportunity to connect with our clients on a deeper level—especially when there are sprinkles involved. This pop-up wasn’t just an amazing experience for both Jars by Dani and HZ—it was a hands-on, all-hands-on-deck collaboration that delivered results.
The pop-up event helped Dani sell over 600 Jars, allowed her to network with several prospective business partners, and generated unprecedented exposure in the weeks before her website launch. (Another HZ project to check out!)
Best of all? Bloomingdale’s was so impressed with the pop-up shop, the retailer has asked Jars by Dani back for a six-week stint—which means you have until Christmas to head to those NYC Bloomie’s locations and satisfy your sweet tooth. Oh, and maybe pick up a few Jars for all the names on your “nice” list this year.