NEW YORK — Allison+Partners announced that as part of its activation at this year’s SXSW® Interactive Festival, it is partnering with Dominique Ansel Bakery and bringing the Cronut®, one of the best good ideas of 2013, to Austin for the first time ever. Through an exclusive offering at the Allison+Partners late night saloon on Sunday, March 9, 2014, SXSW® attendees will have the opportunity to sample the ever-so-hard-to-get-your-hands-on croissant-doughnut hybrid.
While often described as a croissant-meets-doughnut, the Cronut® doesn’t actually use a croissant dough, but a proprietary recipe and is a registered trademark to describe a specific pastry. In addition to the Cronut®, Ansel will also unveil a limited edition confection – the chocolate chip cookie milk shot – created exclusively for the Allison+Partners’ late night event at SXSW®. Dubbed “Cronut® at Midnight,” the event will take place at the InterContinental Stephen F. Austin Hotel, where Allison+Partners will look to engage attendees in a conversation around the good ideas and bad ideas originating at SXSW®.
“We were thinking about how an agency our size could stand out at SXSW®, and wanted to do something that personifies our culture of bold ideas and entrepreneurism,” said Jonathan Heit, president and senior partner of Allison+Partners. “We thought back to our origins, when agency Co-Founders Scott Allison and Andy Hardie-Brown sketched out the future of our agency on a napkin over a couple of cocktails in a bar on Belden Alley in San Francisco. We know that many good ideas, and some bad ones, are born in a bar and we’re excited to tap the creative community here at SXSW® for the #GoodIdeas and #BadIdeas that stand out this year.”
“I was really excited when Allison+Partners approached me to come to SXSW® with them,” said Dominique Ansel, founder and owner of Dominque Ansel Bakery. “We are likeminded in our commitment to innovation and what better place to celebrate that spirit than at a festival where some of the most innovative ideas of the last twenty years have been introduced.”
Throughout the festival, Allison+Partners will collect, curate and share the best good ideas and bad ideas captured at SXSW®. All are invited to join the conversation by tagging ideas seen and heard with #GOODIDEA or #BADIDEA.
About Allison+Partners
Allison+Partners, an MDC Partners company, is a global communications firm driven by a collaborative approach to innovation and creativity. The firm is organized around seven practices: Consumer Marketing, Corporate, Global China Practice, Health + Wellness, Public Affairs, Social Impact, and Technology + Digital Media and has offices in San Francisco, New York, London, Beijing, Shanghai, Paris, Lyon, Singapore, Chicago, Washington D.C., Silicon Valley, Seattle, Dallas, Los Angeles, Atlanta, Phoenix and San Diego. The company has a 50-state grassroots network and deep affiliations with quality firms worldwide through MDC Partners (NASDAQ: MDCA, Toronto Stock Exchange: MDZ.A), a progressive marketing and communications network, championing the most innovative entrepreneurial talent. Visit us at: www.allisonpr.com or m.allisonpr.com.
About Dominique Ansel Bakery
Dominique Ansel is the chef and owner of Dominique Ansel Bakery in New York City. Since its opening in November of 2011, the chef’s eponymous bakery was awarded Time Out New York’s “Best Bakery of 2012” is also Zagat 2013’s highest ranked bakery. In 2009, Dessert Professional magazine named Dominique one of the "Top 10 Pastry Chefs in the United States". In 2013, he was nominated as a James Beard Award finalist for Outstanding Pastry Chef. And in May of 2013, he invented the Cronut®, a croissant-doughnut hybrid that became the most virally popular pastry of its time and was named one of TIME Magazine’s 25 Best Inventions in 2013. With his unstoppable creativity, The NY Post proclaimed him the “Willy Wonka of NYC”, Food & Wine called him the “culinary Van Gogh” of our times, and he was voted one of Business Insider’s Most Innovative Persons in 2013.
Source: Allison+Partners
