Salt & Straw x Claire Saffitz: The Holiday Series

2025

A three-part partnership celebrating holiday baking traditions through product collaboration, nationwide community engagement, and a cookie swap with NYC’s most influential dessert people.

Role: lead strategist and producer

Product & Nationwide Activation

Launched two collaborative holiday flavors with chef and author Claire Saffitz. Designed a nationwide recipe card program inviting guests to submit their favorite holiday cookie recipes in exchange for complimentary scoops—driving foot traffic, community participation of over 2K recipe cards, and user-generated content across all 50+ Salt & Straw locations.

Content Collaboration

Led concept development for collaborative content with Claire and Tyler, guiding them through ideation to land on making krumkake (a Midwestern family recipe from Tyler's upbringing) and taste-testing the cookies alongside both collaborative ice cream flavors. Produced the shoot, resulting in content that achieved 4% engagement across Instagram and YouTube.

IRL Activation

Produced an 80-person cookie swap at Salt & Straw's West Village location, bringing together Claire's friends, NYC food media (Bon Appétit, Food52, Eater, NYT, Food & Wine), and culinary influencers for an evening of cookie exchange and ice cream tasting. Event generated 4.4M in content coverage reach.