Magpie Artisan Pies
ChallengeAgencies today are known to market their own spirits brand like rum, vodka or gin. 20nine chose artisan pie-making based on the heritage of culture and family traditions of the Pennsylvania Dutch. So we had to come up with a name, backstory and identity that stood out in the fiercely competitive Philadelphia market.
SolutionThe Magpie brand conjured images of family gatherings, baking together, and handcrafted creations steeped in tradition. In today’s culture of fast food and drive-thrus, Magpie encourages patrons to slow down and savor every bite of pie made from scratch through messaging like “Take your time. We did.” Magpie even helped artisan pie-making take root in Philadelphia’s culture by sharing recipes and holding monthly pie classes to teach this (almost) lost art.
Our branding work with Magpie evolved into a new website and an ongoing social strategy project, where we helped them to connect with their fiercely loyal (and hungry!) customers, build relationships with potential partners, and maintain a consistent presence on all the social platforms that matter most.
ImpactMagpie has become one of the fastest growing establishments in Philadelphia, and is a favorite among visitors to Center City. (It helps that the pies are damn good: Voted Best of Philly and distinguished by Zagat’s and Conde Nast for its signature Butterscotch Bourbon pie, Magpie may soon give the cheesesteak a run for its money as Philly’s signature indulgence!)
Magpie boasts die-hard local aficionados, who follow the seasonal menu’s flavors and sell out pie classes within minutes of announcement. Through social engagement and relationship-building, we’re helping Magpie expand its reach in the city we call home. Here’s to more delicious work to come!