Celeb Pâtissier Cooks Social Media Spite Into Marketing Gem

SHARE
THIS



TV chef and baker Adriano Zumbo has turned the tables on disgruntled customers who’d turned on his famed macarons, using their social media vitriol to daub his latest Melbourne outlet.

During the construction of yet another Zumbo outlet in December, this time in Melbourne’s CBD, the hoardings proudly carried some of the best attacks on both the man himself and his high-end sugary treats.

Zumbo, of course, found TV fame on Masterchef and has since managed to transform that ‘five minutes’ into a string of stores, a eponymous cookbook, cake mix range, and even his very own range of Tim Tams.

The ‘reviews’ were gleaned from social media sites such as Urbanspoon and Facebook, while, to Zumbo’s credit and sense of humour, he had the good grace not to ‘out’ the author.

“I honestly hate your macarons and all that other rubbish stuff you create. By the way get some hair while you’re at it,” was just some of the advice beaming out from the new Melbourne store.

“Considering how he prances around like he invented all this stuff, it was a little underwhelming,” was another of the nasty jibes.

A spokesperson for Zumbo told B&T that the stunt was designed to start a conversation around the store opening. However, he conceded not everybody got the joke.

“We were approached by so many people querying the hoarding,” he said. “Some people couldn’t understand why we would do it, even after I explained my rationale behind the concept they just couldn’t get it!” Before adding that “a lot of people absolutely loved it”.

Sadly, the hoardings weren’t to be a permanent fixture and were removed once the new store was complete.

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]