Maximizing Earned Media For Holidays
Mrs. Fields is the first cookie franchise. Having been in business for over 40 years, they’ve built a loyal following. But, many of today’s consumers are not familiar with or have forgotten the brand as other dessert-focused franchises have entered the market over time.
National holidays present an opportunity for earned media visibility, but with strong competition on National Cookie Day, Valentine’s Day, Mother’s Day, Christmas and the like, Mrs. Fields is not the shiny, new brand in town. We were charged with finding ways to gain share of voice and position Mrs. Fields as THE go-to cookie shop.
We developed a program to increase brand visibility and appeal in order to boost online gifting efforts, in-store sales and franchise system growth within existing and emerging markets. This program includes product seeding and creative deliveries to broadcast media such as cookie villages, cookies with screen-printed photos of hosts/anchors, heart-shaped cookies and other seasonal
and thematic product offerings tied to themes such as Star Wars, The Bachelor, July 4th and more. This has been instrumental in our products being featured in high-tier, national coverage with ABC World News Now, Fox Business and Yahoo! Finance since we partnered up in 2017.
The proof is in the pudding, er, cookie. As just one example, our program has been instrumental in year-over-year growth and in-store lift, with an 80% increase from the previous year during National Cookie Day. Each year, we’ve seen overall exponential (over 100%) growth in total media impressions. Our results also included regular national online placements in Today, BuzzFeed, People, USA Today, Newsweek, Parade, Food & Wine, and various regional broadcast outlets across the country and coverage in 100% of the brand’s key growth markets.
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