Christie Cookie Co. is known for serving up America’s most craveable cookies. After partnering with them to launch a campaign rooted in kindness amidst the global pandemic, it came time to navigate the 2020 holiday season. The challenge? This season’s gatherings lacked actual “gathering” and budgets were limited among the brand’s corporate gifting base. We knew this campaign needed to do three things: be adaptable enough to transition throughout the entire winter season, resonate with B2B and B2C consumers alike, and position their products as the perfect gifts, regardless of circumstance.
One important aspect of togetherness doesn’t require a gathering to be felt: nostalgia. And we knew we could capture it in this campaign. Nothing says “home” more than freshly-baked cookies. Our concept? Make it possible for people to send the feeling of “home” to each other, even if we can’t be together.
We didn’t want to smatter this campaign with reds and greens, so we intentionally took a visual approach that felt more elevated and whimsical—honing in on a nostalgia inspired by youthful curiosity. Mouthwatering photography and a series of illustrations designed true to the Christie Cookie brand drove the campaign across email, social media, and banner ads. Then we implemented a two-part media strategy that could scale with the brand.
Turns out, people loved sending little bites of home. Christie Cookie increased theirengaged segment by 17% and exceeded their holiday sales goal by 35%, with a 50%increase from the year prior. Campaign performance increased month-over-month,clocking a 23.49% boost in web visitors in December. And targeted paid media andemail strategies for both B2B and B2C consumers helped Christie Cookie pull off theirhighest-earning day for email sales...ever.
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