MOMOFUKU
Hospitality & Food
Launch Campaign
THE COMPANY
Momofuku is a CPG food and hospitality brand founded by chef David Chang.
first collaboration between East Fork and Momofuku in 2021 sold out in 4 minutes. After two launches together, we decided to make it a trilogy with Dave Chang & Co. in the summer of 2023.
Inspired by Momofuku’s brand colors, we introduced two full pottery collections in new glaze Char (a smoky gray) and Orchard (a returning, lush green). We also introduced a new form with a limited drop of the Oval Platter in both colors which sold out immediately. Alongside the pottery was Momofuku Goods’ fresh lineup of pantry essentials. Both companies benefited from an aligned audience crossover for new customer acquisition and summer-long national brand awareness.
We also outfitted majordomo media’s studios in LA with East Fork pottery. You can see the dishes in action on Dave’s streaming channel, Recipe Club, Netflix’s Dinner Time Live, and random videos on Dave’s Insta.
THE WORK
We ran negotiations, brand licensing, coordinated product development, and worked with Momofuku’s marketing and culinary teams to create a three-month long comprehensive marketing campaign. Campaign included ecomm dev, custom packaging inserts, influencer seeding, creative, social, email, SMS, digital ads, two NYC events, two Asheville events, alignment with our two-week Brooklyn pop-up shop, exclusive recipes and offers for both brands’ customer bases, and a giveaway.
THE Results
Seven-figure revenue partnership
2.26M new audience reach
New customer acquisition
NYC press dinner with editors from New York Times, Bon Appetit, Business of Home, Dwell, Domino, Untapped, Architectural Digest, NY Mag, and Apartment Therapy
NYC invite-only launch party at Momofuku’s Ssam Bar earned 1M+ social reach
Momofuku x East Fork ticketed dinner at Cultura sold out in 2 days, portion of proceeds benefitted BeLoved Asheville
Momofuku flavor-inspired ice cream event with Gospel Ice Cream drove in-store foot traffic and pottery sales
Time-limited “next purchase” offer to Momofuku customers generated incremental five-figure revenue
A spicy partnership, years in the making.
“While Catherine headed up our Partnerships program at East Fork they organized and executed many complex and meaningful partnerships, most notably our long term partnership with the Momofuku group. They forged deep and lasting relationships with the Momofuku team and I was consistently receiving external feedback about what a pleasure Catherine was to work with.”
THE TEAM
Role: Campaign Director
Creative Direction: Devin Bambrick, Nicole Lissenden
Photography: Tim Robison, Donnie Bishop
Marketing: Patrice Audette, Stacy Danner, Jasmin Pittman, Donnie Bishop, Coeta Hernandez, Drew Nguyen, Julie Kukral
featured in
Elle Decor
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The Kitchn
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Home & Texture
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Vice
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GQ
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Elle Decor • The Kitchn • Home & Texture • Vice • GQ •
