Christie Cookie Co., known for serving up America’s most craveable cookies, was craving more for the spring season—greater awareness, brand recognition, and a boost in sales. But with the country in the midst of a global pandemic, this proved to be a unique challenge. Christie Cookie needed help creating a gifting campaign that felt relevant and timely, but also included evergreen elements that could carry them into the summer season.
Out of four concepts, the team chose “A Time for Kindness.” This concept—rooted in comfort, simplicity, and warmth—aligned with the global environment of slowing down and trying to create connections from a distance with simple gestures. And really, what better way to show an act of kindness to yourself, a friend, a family member, or a coworker than by sending delicious treats made from quality, hand-measured ingredients? We created a campaign look and tone of voice that was executed across email, organic and paid social media, and banner ads. Additionally, a #MakingMoments social campaign inspired folks to come together to create simple, homemade moments that brought joy to themselves and to others.
This actionable campaign helped the Christie Cookie team reach their 2020 goals by increasing web sales by 11% month-over-month, with an 83% increase compared to 2019. Monthly web visitors increased by 196.22% in May 2020 compared to May 2019. Not only did they grow brand awareness and sales, they shared a larger message around kindness and love when customers needed it most.