Broadway to Baker

The Ask

“Make every American think of Little Pie Company when they think of pie” — this was the challenge Broadway actor-turned-bakery owner Arnold Wilkerson gave Carnsmedia over 14 years ago.

As a full-service marketing firm specializing in bakery and restaurant marketing, Carnsmedia developed a recipe for success that positioned Little Pie Company as the premier bakery in NYC’s Theater District, aiming to reach kitchens nationwide.

The ingredients of the strategy included social media, a bespoke e-commerce website, brand partnerships, press outreach, and a digital advertising campaign that baked national awareness into the brand and drove nationwide online sales through Goldbelly.com.

The Challenge

• Unknown Bakery

• Remote Location

• Massive Competition

• No social media, no website, & no online press

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The How

The Pie That Stole the Show: How Little Pie Company Took Center Stage with Strategic Marketing

At Carnsmedia, we believe great marketing starts with storytelling. That’s why, when we partnered with Little Pie Company (LPC), we focused on more than their famous pies to position the beloved bakery as a destination in and of itself. By connecting Arnold’s acting background with the heart of the Theater District, we successfully spotlighted LPC’s distinctive charm and set it apart from the competition.

Through these efforts, LPC earned the attention of national media, including Thrillist, Time Out, and Eater. Arnold also made appearances on CBS Mornings and Good Morning America. All of these accolades combined help foster brand awareness and reach new audiences.

At the same time, we strategically drove online sales through Goldbelly, capitalizing on the growing demand for artisanal pies delivered nationwide. With a combination of press relations, influencer partnerships, and digital strategies, we elevated LPC’s profile both locally and nationally, turning their beloved pies into a true sensation.

Finally, by connecting the dots between the bakery’s local appeal and its star-studded fans — including Sarah Jessica Parker, who was already a diehard fan — we made sure that LPC was always in the spotlight, from Bon Appétit’s Best Thanksgiving Pies article to Bravo’s Watch What Happens Live. Through these efforts, we increased brand awareness, boosted sales, and kept customers coming back for a taste of more.

Publicist

Broadway Meets Baking: Celebrity Collabs Take LPC to New Heights

By aligning with beloved celebrities and Broadway shows, LPC reached new audiences, sharing the joy of fresh, wholesome pies nationwide.

In collaboration with Tony Award-winning shows like Life of Pi, we introduced the bakery to locals and tourists alike by creating a special Peanut Butter Chocolate Tiger Pie inspired by the ferocious Bengal tiger, Richard Parker. By integrating this unique pie into promotions on Goldbelly.com, we reached millions of theater lovers and foodies across the country.

Other star-studded partnerships included Hamilton’s Joshua Henry, who hosted a baking demo at the bakery, and pie promotions tied to Waitress: The Musical, Winnie the Pooh: The New Musical Adaptation, and Alicia Keys’ Hell’s Kitchen inspiring the fan-favorite KEYS Lime Pie. Famous faces like Stranger Things’ Noah Schnapp and tennis legend Venus Williams even stopped by for casual meet-and-greets.

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Branding

Handmade Pies, Handcrafted Branding

At Little Pie Company, every pie is made by hand — so it only made sense that the new logo should be, too. No computers, no premade fonts — just pencils, paper, and the skilled hands of our in-house artists. The refreshed identity embraces the warmth and craftsmanship behind every scratch-made pie, replacing the old black-and-white logo with rich dark chocolate brown and a welcoming sunburst yellow.

This fully custom approach extends beyond just the logo. From the “Eat Fresh Pie” graphic to the detailed pie art illustration and the press wall poster, every design element refl ects the authenticity and charm of the brand. By showcasing hand-drawn details, we reinforce what makes Little Pie Company special — small-batch, homemade quality in every bite. As a full-service marketing agency, we bring this level of in-house graphic support to all our clients, ensuring their branding is as unique and personal as their product.

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Branding

Seasonal Promotions

At Carnsmedia, we ensure that every seasonal campaign tells a cohesive brand story across all platforms. As such, our in-house design team, led by our Creative Director, creates fresh, original graphics each month for the website, Goldbelly emails, social media, in-store signage, packaging, and more. By planning three months in advance, we stay ahead of the curve while keeping branding consistent — whether customers see a post online, receive an email, or walk by a storefront display.

From Pi Day with UberEats to Little Pie Day, Oscar Whoopies, and Fresh Thanksgiving Pies, our campaigns capture attention, engage customers, and attract national press. With a strategic, uniform approach, we help bakeries stand out while staying focused on what they do best — baking.

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Email Marketing

Stirring Up Sales with Goldbelly

With an open rate of over 40% and a 3% click-through rate, Goldbelly email campaigns drive more than a million clicks from potential customers. Our SEO-optimized website helps grow a loyal list of 15,000-plus subscribers, keeping customers engaged with seasonal specials, exclusive discounts, and new product launches. Each campaign seamlessly integrates with in-store and delivery sales, creating a cohesive strategy that maximizes ROI and keeps Little Pie Company top of mind.

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Website

Rolling Out Global Sales with a Seamless Website Design

Carnsmedia designed an innovative, user-friendly website for Little Pie Company to integrate ecommerce with a global platform. Here’s how it works in a nutshell: Customers can browse and order fresh pies directly on the website, which links to Goldbelly’s shopping cart for secure payments and returns. This integration simplifies the process for small to medium-sized businesses, allowing LPC to focus on making delicious pies while Goldbelly handles the back-end logistics.

In 2016, Carnsmedia had the honor of having LittlePieCompany.com featured in Apple’s “Peek & Preview” design feature during the global iPhone launch. The revolutionary “Peek & Preview” function allowed users to view pie descriptions directly from the homepage and was highlighted in Keynote presentations in over 40 countries. Apple showcased the website as a prime example of the new feature on every iPhone sold worldwide, introducing the company to a global audience.

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Advertising

“Windowsills”

At Carnsmedia, we bring creative concepts to life — like our collaboration with Little Pie Company on their “Windowsills” calendar. This calendar features a monthly seasonal pie showcasing flavors inspired by kitchens across America. We worked hand in hand with the Little Pie Company team to carefully select 12 pies representing different kitchens, cultures, and
regions across America. To bring this vision to life, we tapped renowned food photographer and frequent collaborator Sasha Gitin to capture the essence of each pie resting on a windowsill.

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