Jane Bakes

You Can Have Your Cookie, and Feel Good About it Too.

Overview & Challenge

CIIC was tasked with introducing Jane Bakes, an all-natural, low calorie, organic cookie product to US consumers ahead of the holiday season. Not only was the window of execution short, the brand had very limited distributio

Strategy

Knowing the product was not widely available at retailers across the country during our launch campaign, CIIC took advantage of the brand’s e-commerce site to pitch this product to media and drive sales. Some of our tactics included positioning the cookies as a great gift for teachers, the perfect stocking stuffer, or a dream come true for healthy eaters with a sweet tooth; securing Facebook Live segments with Jane to share how they could package their homemade baked goods beautifully, yet affordably, for holiday gifts; targeted broadcast media to include the brand in gifting segments; and conducting a “Milk & Cookies” media tour with top-tier editors in New York City. As the brand started testing in Whole Food Markets, we used our media expertise and media sampling campaign to position the brand and garner local and regional coverage to help expedite the roll out at other markets the Northeast.

Results

• 72 Million Media Impressions

• 100+ Print, Online and Social Media

• Features 3 Broadcast Placements, including “Today Show”