Fast-growing, premium-cookie retailer Crumbl
Cookies wants to convince sports fans to add sweets to their typical “game-day spread.”
That’s why the Utah-based company’s first national advertising campaign breaks
today on digital platforms fronted by “American Ring” sports announcer Michael Buffer declaring “Let’s get ready to Crumbl!”
It’s a twist on his mainstay
line “Let’s get ready to rumble!”
Founded in 2017, Crumbl has grown its retail presence to 49 states with nearly 600 stores—all but one owned by franchisees.
“Our mission is to bring friends and families together over our pink box of cookies in moments when people are together. One of the big ones is sports,” Crumbl vice president of
marketing Mai Pham tells Marketing Daily.
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“In the typical sports world, if you look at the game-day spread you have the pizza, nachos, wings and beverages. The one thing that was
missing was something sweet.”
This 30-second spot from The Scratch Collective launches today on digital platforms and will be
followed by Nov. 5 placements on ESPN programming and ABC college football games.
Athletes are seen trading physical and verbal jabs but ultimately coming together over cookies.
Crumbl’s cookie menu features two staples—milk chocolate and pink sugar—with four other flavors rotating weekly. All are created in an open-kitchen concept visible to
customers.
“We take a lot of popular desserts and make them into cookie form,” says Pham.
The company says it will have close to 700 stores by the end of this year.