MOLLY YEH

Hospitality

Launch Campaign

the company

Molly Yeh is a cookbook author, blogger and the host of Food Network’s Girl Meets Farm.

She’s also a huge East Fork fan and longtime collector. To celebrate the upcoming release of her new cookbook, Home Is Where the Eggs Are, we partnered to create our most comprehensive product offering in company history.

East Fork created and launched a multi-stack of rainbow pottery inspired by Molly’s new book and brand colors, as well as a pottery/book bundle. Designed to celebrate life’s joyful and messy moments simultaneously, the end result was a campaign that felt fun and authentic to both partners.

THE WORK

We worked with production, creative and fulfillment teams on a 360-campaign. Campaign included social, email, custom packaging and inserts, a private launch party at Olmsted NYC, customer-exclusive recipe content and bookplates signed by Molly, as well as an aligned pottery launch, cookbook launch, and restaurant announcement.

The results

Multiple 6-figure revenue product partnership
800k+ new audience reach
2.6% audience growth (approx 5,000 new fans)
27% of revenue from first time customers
2M+ audience reach through product seed campaign with 40 influencers and tastemakers
Pottery wholesale purchased for use on Food Network show & in Molly’s new restaurant, resulting in brand awareness in perpetuity

A stack of color for the kitchen.

“I had a wonderful experience working with Catherine to create the Molly Yeh Everyday Rainbow Bowl Set. Catherine and their team were amazing communicators and went above and beyond to make sure every detail was in place and that all the moving parts came together seamlessly. This collaboration was tied to a national book launch and tour so that was no easy feat! The project was so well managed and executed that we really got to sit back and enjoy the creation process of this dream collaboration.”

— Melina Moser, Producer, Molly Yeh