CRUMBL COOKIES
MEDIA CAMPAIGN: THE PERFECT COOKIE
We worked with Crumbl Cookies on a survey-led media campaign for National Chocolate Chip Cookie Day.
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Campaign
Together with our polling partner OnePoll, we explored Americans’ love for cookies and asked 2,000 respondents about home baking, their favorite types of cookies and what they think makes a cookie “perfect”.
The online study delivered rich consumer insights for Crumbl Cookies as well as newsworthy story angles. Among the findings were:
82% of respondents said they enjoy baking their own cookies — and half enjoy the sweet snack so much that they bake their own at least once a month.
Of those who bake homemade cookies, 64% said they are confident they could bake the "perfect" cookie.
Four in 10 are confident enough in their cookie-baking skills that they would drop their jobs to become a baker.
Chocolate chip was revealed to be the clear favorite among respondents.
Nostalgia may play a role in why it tops the list of cookie flavors. Nearly half of respondents said they ate chocolate chip cookies often as kids.
On average, people still consume 21 cookies a month in adulthood, although a quarter shared they eat more than this.
Results
The campaign included an online survey with 2,000 American adults, branded infographic and animated infographic summarizing the key findings, client-approved news copy and story distribution to digital and broadcast media.
The story resulted in extensive pick-up across consumer press and news sites:
Over 100 pieces of coverage hits across sites with an average Domain Authority (DA) of 64, 11.9 million estimated coverage views and 337,000 reach via broadcast.
Coverage Highlights
Take a look at more earned media coverage our survey stories have secured for food brands.
Interested in conducting research and creating unique stories and content for your brand or client? Our survey-led news stories deliver extensive earned media coverage, with guaranteed results. Let’s talk.