Launch a new line of cupcakes for a NYC deli chain

Pax Wholesome Foods is a chain of upscale delis in NYC catering to the lunchtime business crowd. On a limited budget, they needed to make some noise for their launch of their own line of cupcakes – using only their existing in-store media assets. I creative directed this poster campaign, and created the idea of making every day “cupcake day” – using a litany of random daily “holidays” as a reason to have a cupcake. An in-store digital display changed the reason for “Cupcake Day” each morning, giving customers a new reason to have one.