The Full Picture tells the full story




Chocolate chip cookie shot - credit Thomas Schauer.jpg

For the past three years, Full Picture has worked with James Beard award-winning pastry chef Dominique Ansel – creator of the “Cronut” – to manage his brand and explore new avenues of creation and collaboration.

Faced with the challenge of trying to scale an enormous craze, we identified unique opportunities to leverage Chef Ansel’s celebrity and popularity beyond just the culinary world. We facilitated strategic partnerships with a number of brands, collaborating with all sides to develop integrated, multi-channel marketing campaigns.

Dominique Ansel Bakery - CronutGäó - credit Thomas Schauer.jpg

For one such partnership, Chef Ansel teamed up with Nutella to celebrate the brand’s 50th anniversary with limited edition Nutella-filled Cronut holes. The buzzworthy collaboration garnered 445 million media impressions and gave way to a second Ansel/Nutella specialty pastry for International Pancake Day, which generated over 400 million media impressions.

Other partnerships for Chef Ansel included MasterCard, Bailey’s, Barneys New York, and The Setai Hotel.

Dominique Ansel Bakery store shot (whole store front) hi res - credit Thomas Schauer.jpg