Haruki

Haruki is a mass-premium artisanal bakery rooted in minimalist Japanese baking philosophies — real ingredients, real craft, nothing overworked. This was Haruki's first-ever market launch: a brand new bakery opening its doors alongside the newly renovated Central Northville. New brand, new space, one shot to make it count. Haruki trusted our agency to lead that launch, building their digital presence and market buzz from zero.
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The Challenge
A brand new bakery in a brand new mall means no track record and no returning customers — just one chance to earn trust and spark craving before anyone takes a bite. Haruki needed a launch bold enough to announce a premium brand, loud enough to stand out on opening day, and sharp enough to turn first-time visitors into day-one fans.

The Strategy
We built the entire launch around one hero product: the Haru Miso Pan, a miso-butter filled bun designed to be the thing everyone talks about. The twist — we made it hard to get. Only 100 buns per batch, 3 to 5 batches a day, for the whole launch period. Less supply, more demand, and a bun people suddenly had to try.
Then we lit the fire: multiple KOLs reviewed the product, queued up in person, and shared the wait online — turning real customer lines into real social proof and organic FOMO.
Scope of Work & Deliverables

Creative Strategy for the launch period
KOL Strategy & Management
Paid Media Optimization

The Results
200% of projected sales, plus a wave of positive feedback across social media. Haruki didn't just open — it arrived, instantly becoming one of the most talked-about new bakeries in the market.