Cookie brand Otis Spunkmeyer is breaking out of vending machines to come to store shelves. In order to raise awareness for these new baked items and expanded retail channels, the cookie brand has named Nail Communications as its first agency of record, following a formal review.
There was no previous agency. This is the brand’s first business-to-consumer effort. In the past, the cookie brand owned by Swiss conglomerate Arytza concentrated on food service — both branded and unbranded products.
Still, the campaign will build off Otis Spunkmeyer’s famous heritage of "renowned and tasty warm cookies" and will include TV, print, outdoor, social and digital. Everything is currently being developed, including the new retail product design packaging, for an expected debut later this year.
“This is the boldest step we’ve taken with Otis Spunkmeyer since its foundation in 1976. We’re not only expanding the way that people can enjoy Otis Spunkmeyer with new foods, but also the places they can find our range of cookies, snack cakes and other baked treats,” said Kristina Dermody, Brand President, Arytza. “Nail Communications will create a campaign that will make sure our new brand journey is given the best start possible in 2015.”
Arytza is expected to invest heavily to support this iconic brand. Up until now, its ad budget has been a rounding error for a company that generates around $1 billion in annual revenue. Last year, Artyza spent $10,000 advertising Otis, down from $98,000 in 2013, according to Kantar Media.
“It’s always wonderful to get the opportunity to reintroduce an iconic brand like Otis Spunkmeyer to America,” said Jeremy Crisp, Managing Partner, Nail Communications. “We’re looking forward to seeing the campaign come to life across the country later this year.
Otis Spunkmeyer is the top-selling foodservice cookie dough in America, available in restaurants, supermarkets, convenience stores, colleges, schools, and business dining establishments.