Magpie Artisan Pies

Magpie Artisan Pies

When Holly Ricciardi, an ad agency executive turned pie artisan, shared her dream of opening a unique pie bakery and boutique in Philadelphia, PBPR recognized the ingredients for a culinary revolution. Holly’s vision was clear: a bakery featuring seasonally sourced sweet and savory pies, including a cherished childhood creation known as Pie Fries. With her deep baking heritage and the timeless appeal of pie, they knew they were on the brink of something special.

Strategy

Utilizing their creative prowess, PBPR began with a “Birth Announcement” press release to introduce the concept in February 2012, creating immediate excitement in Philadelphia’s culinary circles. With just six months until the grand opening, PBPR focused on transforming a basic storefront into a “nanna chic” bakery while maintaining public interest. PBPR also crafted a captivating video showcasing Holly’s unique take on Shoofly Pie — a beloved Pennsylvania classic — filmed in her own kitchen, heightening expectations. Leading up to the late summer opening, Magpie’s menu was unveiled, complete with tantalizing “pie porn” photos.

Solution

On Sept. 1, 2012, Magpie Artisan Pies opened its doors, marking the beginning of Philadelphia’s newfound love for pies. Renowned Philadelphia Inquirer restaurant critic Craig LaBan enthusiastically endorsed Magpie’s pies over traditional cakes, cementing its place in the city’s culinary landscape. Within just two months of its debut, Magpie garnered widespread media coverage, swiftly becoming an iconic destination in Philadelphia’s food scene.