Interbake Foods is a licensed baker for Mrs. Fields’ packaged cookies, a nationally renowned bakery and grocery store staple.
Interbake Foods first approached Streetsense in 2014 in search of a consumer-focused, digitally-driven strategy to reinvigorate the Mrs. Fields brand and drive grocery store sales. Streetsense honed in on Mrs. Fields’ sentimental, homestyle appeal, positioning the brand as a “box of love” and reinforcing this identity with a “Mrs. Fields moments” campaign to elevate the rollout of a brand new product, Nibblers. Streetsense launched a microsite for Nibblers, conducted a comprehensive blogger outreach program, and ran social gifting and giveaway campaigns to build brand buzz. Blogger outreach resulted in over 150 articles and content blurbs viewed by more than two million readers and three million Facebook users, while the “Cookies for Keeps” social giveaway saw 119,400 entries in just two weeks, resulting in 45,000 new Facebook likes. Complementing these successful marketing efforts, Streetsense established a year-long partnership with the USO, adapting the Mrs. Fields brand positioning to resonate with troops and their families and facilitating monetary donations and cookie care packages.
Given the success of the initial engagement, Interbake has since asked Streetsense to run targeted campaigns in 2015 and 2016 to promote new cookie flavors within specific target markets. In 2015, Streetsense developed the #ShareYourHero campaign, a call for cookie lovers nationwide to nominate heroes in their lives for a chance to win a massive cookie giveaway. Streetsense created a campaign microsite with product information, a cookie finder, a hero video vignette, and entry instructions, promoted the contest across social media, developed blogger giveaways and an influencer program, and deployed geo-targeted ads, radio spots, and TV promos to publicize the campaign. The campaign amassed 16.7 hero stories, 36 million total impressions, and 55k website sessions over the 45-day campaign. The 2016 iteration of the #ShareYourHero campaign — with a prize consisting of a $1,000 gift for heroes plus a $5,000 charitable donation — included a campaign website, social media ad campaigns, pop-up product giveaways, guerrilla marketing, paid digital campaigns, influencer collaborations, a partnership with the USO, and strategic Twitter outreach resulting in social coverage from hit ABC show “The Bachelor.” The campaign’s remarkable results included 20.1k hero submissions, more than 12k coupon downloads, 96k website sessions, 945k Facebook and Instagram impressions, and 4.7 million GDN ad views, positioning Mrs. Fields as a certified leader in the bakery segment.