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Consumer Brands

Girl Scout Cookies

Client Profile

ABC Bakers, part of Interbake Foods LLC, is the oldest and most experienced baker of licensed Girl Scout Cookies.

Project Scope

One of two bakeries that partner with each Girl Scout Council in the US, ABC Bakers approached Streetsense to help increase cookie sales and gain market share over its competitor baker. Working creatively and collaboratively with the ABC team, Streetsense developed a robust approach to retain current councils and appeal to councils currently partnered with ABC’s competitor.

Streetsense generated excitement around and interest in ABC via a comprehensive marketing strategy that clearly conveyed the bakery’s superior products, sales tools, and customer support. The team developed custom sales pitches to win over councils partnered with ABC’s competitor, crafted an innovative event strategy to spotlight ABC at the annual Girl Scout Council product sales conference, created an animal mascot and theme for ABC’s Recognition Program resulting in two more case sales per scout above those partnered with ABC’s competitor, and orchestrated an annual photo shoot featuring a selected council in Girl Scouts promotional materials. Streetsense also crafted a comprehensive content marketing strategy, notably launching the social page for ABC’s “star” cookie, the Lemonades. In just one year, the signature cookie garnered more than 120,500 Facebook fans while its page experienced an average growth rate of 1,000 likes per week.

In addition to its campaign-level successes, ABC has since successfully acquired two new councils, its 2017 cookie sales are up 6% from the past year, and the new Girl Scout S’mores cookie sold 34% above its forecast.

SERVICES

  • Marketing Strategies + Campaigns
  • Social Media