Melissa Ben-Ishay partners with BIC

Professional baker, influencer and head of Baked By Melissa, Melissa Ben-Ishay was partnered with iconic lighter brand BIC by MN2S.

Professional baker, influencer and content creator Melissa Ben-Ishay has been teamed up with BIC by MN2S. Melissa partnered with the lighter brand for a digital campaign surrounding the new BIC EZ REACH lighter, a safe and ergonomic design for keeping a controlled flame at a safe distance. Melissa used the lighter to light a birthday cake made for her 5-year-old daughter’s birthday, sharing the experience in an Instagram post to her 662,000 followers. In the post (embedded below), Melissa describes the BIC EZ REACH as the “best lighter in the game” and shows herself on camera using the lighter to spark several candles. Melissa Ben-Ishay is the head of Baked By Melissa, a nationwide chain of bakeries founded in 2008; described as a ‘cupcake empire’, Baked By Melissa is one of America’s most beloved baked goods brands.