The Superior Court of the District of Columbia began accepting applications for marriage licenses from same-sex couples on March 3. But while waiting in line at 8am might not seem fun, local Hello Cupcake bakery made things sweeter, handing out 200 boxes with one vanilla and one chocolate cupcake to waiting couples.
The delivery was a partnership between Hello Cupcake and DC Council member David Catania, who authored the “Religious Freedom and Civil Marriage Equality Amendment Act of 2009,” which was approved in December. Hello Cupcake owner Penny Karas is active within the community – her bakery also sits in Dupont Circle, an historic neighborhood known for its strong gay community.
Traditional and social media buzz grew leading up to March 3, though it was hard to tell who was excited more for the equality news than the free cupcakes. Media and the business community noted Hello Cupcake's savvy in its LGBT outreach.
The promotion was covered in The Washington Post, DC-ist.com, and several local broadcast networks. Hello Cupcake further promoted the event on its Facebook page.
This less than 2-year-old shop wisely recognized the equal opportunity of… sugar. Because, of course, those very same couples planning to get married will be looking for caterers, DJs, florists, and, yes, bakeries for their celebrations. And perhaps the fact that Hello Cupcake already had ties in the community and came armed with Karas, the hero of the day, the stunt didn't smack of artifice, but rather altruism.
Could it be said that marriage equality needs something more than sugary-sweet cupcakes to get the rest of the country behind its cause? Sure. Did the Washington LGBT community really need so much sugar that early in the morning? Probably not. But whatever – let them eat cake!
PR Play Rating:
3. On the right track