Utilizing an eye-opening statistic, professionally shot b-roll and natural product-to-program fit, Boelter + Lincoln placed Wisconsin State Fair cream puffs on the NBC "Today" show. Having enticed the producers by delivering cream puffs (which sell at a one-per-second rate) and network quality b-roll, B+L was able to arrange for the Fair's master baker to give host Matt Lauer a lesson in making them.