Sharpies get their #SWEEEEETS on at The Infatuation Bake Sale

by Sharp | April 22, 2015

There’s nothing that good food can’t cure. What’s even better? Brown butter Nutella blondies, dulce de leche honey cakes, olive oil cake with mascarpone icing, and doughnuts… lots of them! Luckily for some of Sharp’s Food & Wellness team, we had the opportunity to inhale some of these delectable delights at The Infatuation Bake Sale Presented by Whole Foods Market earlier this month.

Through our work with Whole Foods Market, we’ve been able to be a part of some of the coolest epicurean events, but this one was more than just sweet! For those of you who aren’t familiar, The Infatuation is a blog known for their hunger inducing, drool-worthy Instagram images and popular restaurant reviews. Each day thousands of people share their culinary adventures via the famous #EEEEEATS hashtag – from beautifully plated restaurant dishes to gourmet creations by the home chef.

The bake sale celebrated 25 amateur bakers who had the opportunity to show off their creativity, and the sprinkles definitely aligned. Culminating was an event that took place on NYC’s first beautiful day of 2015 (after a barrage of cold weather and rain) at Canoe Studio in Chelsea. The space was infused with the smell of your childhood basking in sugar glory, and slowly the room filled with eager foodies, with iPhones in one hand, ready to devour the goods and #humblebrag on social media.

This event was the first-ever social media sourced bake sale—and it sold out in record time. As the media landscape continues to evolve, this event was a great example of how incredibly popular “food porn” continues to be and that we all have the ability to tell a story with the press of a button. Evidenced by the success of this bake sale and from our own daily experiences in working with food publicity, Instagram has become a highly influential platform and now at the forefront of the industry. And we’re all eager to find out what the future holds and who the next up-and-coming Instagram star will be.


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