‘47

2026 MLB All-Star Pop-Up

Pop-Up Activation · Experiential Marketing · Brand Collaboration · PR & Talent

When '47 came to CNC wanting to show up for MLB All-Star Weekend in Philadelphia in a way that felt genuinely rooted in the city, the answer was Sarcone's Bakery — a South Philly institution since 1918, steps from the Italian Market, and exactly the kind of place that only a local would think to bring a brand into.

Guests ordered from a Philly Special Menu — cheesesteaks, tomato pie, and cannoli — and received a limited edition '47 x Sarcone's hat and tee, with the option to customize their hat on-site with an exclusive patch. Outside, authentic Veterans Stadium seats numbered 1-9-4-7 anchored a photo moment beneath a custom neon sign. A surprise appearance from Phillies legend Chase Utley turned Day 1 into a full-blown moment — lines down the block, cameras everywhere, and a story that spread well beyond the weekend.

This project was by far the most hands-on projects of my career — and the most personally meaningful. I was involved at every level from the first pitch to the final wrap: originating the concept, directing the creative execution, writing the copy, designing the consumer journey, managing the venue and food partnerships, and personally running Chase Utley's appearance on-site.

As someone that grew up making trips to the Italian Market with my family and watching Chase Utley win a championship for my beloved Philadelphia Phillies - it was the joy of my life to bring to life an activation that will be talked about for years to come in my hometown.

My Role

• Concept origination and creative direction

• Account lead and primary client contact

• Consumer journey and spatial design

• Copywriting across signage, collateral, and talent briefing

• Vendor and partnership coordination — Sarcone's Bakery and Avenue Steaks

• PR strategy development and media coordination

• Talent management (Chase Utley appearance)

Program Highlights

• 2-day activation during MLB All-Star Weekend in Philadelphia

• 700 attendees across both days

• 750 gifts with purchase distributed

• 1,200 food items sold

• 32 earned media hits across broadcast, digital, and social

• 10M+ Media Impressions

• Coverage in Philadelphia Inquirer, Sports Business Journal, Front Office Sports, Fox29, and Muse by Clio

• 192,000+ social views with overwhelmingly positive sentiment