QT Hotels & Resorts + Black Star Pastry partner up for ‘Eat Your Heart Out’ campaign via Example

QT Hotels & Resorts and Black Star Pastry have launched Eat Your Heart Out, a bold Valentine’s Day campaign celebrating love and heartbreak. Conceptually designed by the QT team and executed by earned-led culture agency Example, the collaboration marks the first time the cult dessert brand has been available nationally and internationally and is yet another standout moment for QT, the leader in playful luxury.

Black Star Pastry’s Group Head Pastry Chef Arnaud Vodounou and QT Gold Coast’s Head Pastry Chef Daniel King created two expressive desserts inspired by the emotional rollercoaster of modern dating: The Love Bomb – A rich, multi-layered chocolate indulgence with financier, crèmeux, sponge, mousse ganache, and a striking raspberry chocolate shard; and The Ghost – A delicate vanilla mousse with a crunchy surprise, strawberry-raspberry compote, and a milk-coconut truffle, nodding to fleeting romance.

More than just a menu, Eat Your Heart Out is an integrated campaign rolling out across Australia, New Zealand, and Singapore. The activation includes social and digital amplification and earned media, driven by Example’s strategic PR and brand expertise.

Chris Lee, QT Hotels & Resort Brand Manager, said: “QT thrives on playfulness and creative storytelling, and Eat Your Heart Out is a perfect example of how we use collaboration to drive impact. Not only is this Black Star Pastry’s first global expansion, but it’s also QT’s first internationally activated campaign since launching in Singapore. We love working with Example; the team always brings fresh creativity to everything we do together”.

Daniel Goldstein, Example’s Head of PR, added: “This campaign is a testament to QT’s ability to create bold, culturally relevant moments that go beyond the dining table. We’re proud to bring these two cult brands together in a way that feels fresh and highly shareable”.

The limited-edition cakes (AUD $18 each) will be available from 14 February to 14 March at QT Hotels’ signature dining restaurants and Room Service by QT across Sydney, Melbourne, Canberra, Gold Coast, Newcastle, Perth, New Zealand, and Singapore.

Example and QT have a long-standing partnership, previously collaborating on the launch of QT Newcastle, the relaunch of QT Melbourne Rooftop, launching the Adriano Zumbo QTea at QT Sydney and Delicious Discoveries, a pop-up experience with The Singleton.