Smucker’s Cookie Classics
What they asked us to do...
Holiday cookies have a special place in family memories. Year after year, family members gather to bake holiday cookies from recipes that have been handed down from generation to generation. Some home bakers won’t stray from a recipe, while others like to experiment with new ingredients.
What we did...
To build on the emotional connection women consumers feel to both the holidays and the Smucker’s® brand, C&W and The J.M. Smucker Company developed the Cookie Classics program that communicated the variety of Smucker’s fruit spreads and offered consumers new ways to create family memories through baking.
Our results...
To support this effort during the fall/holiday baking season, we implemented a media campaign that included: a call-to-action to share a favorite holiday baking memory via smucker.com; a survey to determine America’s top five holiday cookies; utilized a baking spokesperson who added a new twist to the top five cookies and appeared in an SMT. The Cookie Classics program was successful in conveying the variety of Smucker’s jams, jellies and preserves and elicited a great response from more than 3,000 consumers who submitted their baking memories online and received a free holiday cookies recipe brochure.