• by Karlene Lukovitz  @KLmarketdaily, December 7, 2015

Grandma's Cookies is tapping into Santa Claus's merry mojo to drive awareness, goodwill and sales for the brand over the holidays.

The 100-year-old brand, acquired by PepsiCo's Frito-Lay division in 1980, positions itself as the cookies "known for homemade memories."

In addition to being the official sponsor of the annual family-photo-taking "Santa Experience" at The Mall of America, the brand created a special event in which Santa surprised some Minneapolis locals by granting their holiday wishes.

The three-minute video of the event shows Santa giving kids gifts like a ballerina costume, a snowboard and an Xbox One; presenting a teacher who often pays for students' supplies herself with a slew of backpacks for the kids; and reuniting a National Guardsman father and stepson, among other surprises.

Grandma's Cookies posted the video on its YouTube channel on December 4, designated as National Cookie Day. To drive social sharing, it will also be promoting the video on its own Facebook page and Frito-Lay’s channels, and supporting the video with paid digital advertising, according to a brand spokesperson.

In addition, the brand partnered with Simon Malls to implement sampling of the cookies in malls across the country during the holiday season. 

And to complete the Santa connection — and position itself as the cookie Santa most wants to see on that plate when he comes down the chimney — Grandma's secured the trademark to the phrase "the Official Cookie of Santa Claus."