Giant Eagle Cookies Launch

Experiential Marketing • Promotions • Visual Design • Celebrity Engagement

Challenge

Cookies.
Seventeen varieties of Giant Eagle branded cookies to be exact. We were asked to create a promotion that would launch and drive sales of the cookies. Additionally, the concept needed to generate major social media activity and press attention.

Solution

Set a world record.
A world record for cookie dunking: who knew that was even a thing?

NFM developed a lunchtime event in Downtown Pittsburgh in an attempt to break the previously set record of 1,796 people. A unique social media hashtag was used and an integrated marketing campaign was launched.

Giant Eagle Cookies Launch
Giant Eagle Cookies Launch

The Campaign Featured:

  • A Radio Station Sponsorship
  • Local Celebrity Endorsement
  • Promoted Social Media Posts
  • Popular radio morning show hosts acted as the event emcees
  • Curt Wooton of the popular “Pittsburgh Dad” Web series led the crowd in the ceremonial dunk.
Giant Eagle Cookies Launch

It was vital to secure all necessary permits, contract with all outside vendors, and established partnerships with local celebrities, government agencies, businesses, universities and news media to ensure a proper forum to attempt the world record.

We also directed all aspects of the event through collaboration with city services and the client’s marketing, product, human resources, visual merchandising and public relations teams.

Giant Eagle Cookies Launch
Giant Eagle Cookies Launch
Giant Eagle Cookies Launch
Giant Eagle Cookies Launch
Giant Eagle Cookies Launch

Results

In the end, 2,152 cookie lovers set a new world record with Giant Eagle Brand Cookies, Milk and Cups.

The event was a trending topic on Twitter and Facebook, reaching over 1 million users and more than 21 million digital ad impressions. Earned media value exceeded the event cost with front-page photos and stories on both major local newspapers and features on all local TV news broadcasts.

Sales and coupon redemption rates exceeded expectations within the first week.

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Case Studies