With declining grocery store sales, Mrs. Fields challenged us to develop campaigns to drive in-store cookie purchases.
Understanding our target audience, we developed campaigns that played at the nostalgia and sentimental values the brand evoked in consumers. Our campaigns centered around sharing everyday moments and celebrating everyday heroes.
increase in coupon downloads
To debut Mrs. Fields’ tiniest temptation, Nibblers, we adapted the “box of love” brand positioning to “shareable moments.”
We launched a comprehensive campaign leveraging mommy bloggers, digital channels, and a partnership with USO all to spread more cookie moments. The results?
120k entries within the first two weeks, 45k new social media followers, and an increase of 3,500% in coupon downloads from our microsite.
Contrary to our affinity for them around the office, cookies don’t sell themselves. Tasked with supporting the launch of two new cookie flavors, we crafted a campaign to build awareness of these new treats at select retailers in select markets. Our audience was tasked with nominating their hometown heroes for a chance to win a tasty prize. With 17k heroic nominations, 55k website sessions in 45 days, and all four of our target cities landing as the top website traffic sources, we awarded Mrs. Mary Mae Jones of Bentonville, AK as our hometown hero. After the initial campaign’s success, #ShareYourHero was brought back for a second year.
Across our three hero campaigns, we generated 158k contest entries, 37 million impressions, and 152k website sessions during the campaign period. Beyond that Mrs. Fields was brought to the forefront of consumers’ minds and nostalgia began infusing homes as these beloved cookies entered grocery carts across the country.