Contrary to our snacking habits around the office, cookies don’t sell themselves. Mrs. Fields asked us to help launch two new cookie flavors on the market, Butter Pecan Praline and Dark Chocolate Oatmeal (yum).
Interbake, on behalf of Mrs. Fields, needed a campaign to build public awareness of the new flavors’ availability at Kroger and Walmart in some key locations: Cincinnati, OH (Kroger HQ); Bentonville, AR (Walmart HQ); Atlanta, GA; and St. Louis, MO. They also wanted to tie-in Mrs. Fields’ support of the United Services Organization (USO) with an added challenge: We could not leverage existing Mrs. Fields branded web or social assets since our client, as a licensor, was not granted access.
With two uncommon flavors becoming available from a cookie brand with some baked-in Americana and to leverage Mrs. Fields’ support of the USO, we created the Mrs. Fields #ShareYourHero campaign. Cookie lovers nationwide were called on to nominate the heroes in their lives — America’s hometown heroes — for the chance to get their hero on future boxes of Mrs. Fields cookies, plus a year’s supply.
We built a microsite to serve as our hero headquarters to house product information, a cookie finder, a hero video vignette and the contest entry form.
We promoted the contest through our Mrs. Fields branded @cookiemoment handle on Twitter and Instagram, with pop-up cookie giveaways on these platforms, and through e-blasts to our list of cookie lovers from previous Mrs. Fields contests.
We sent boxes with free samples and details about the contest — as well as cleverly branded collateral to help create the perfect social media image — to targeted bloggers
We executed an influencer program, enlisting 100 social influencers through SheKnows.com to tout the campaign and contest throughout the duration of the campaign.
We also deployed geo-targeted GDN ads, radio and TV spots in our key locations.