• by Fern Siegel , March 28, 2025

Famous Amos cookies turn 50 this year.

To celebrate the anniversary, the brand is launching a multichannel initiative: "Famously You."

Wally Amos was a William Morris talent agent known for bringing fresh baked cookies to meetings with musical artists and reps before launching his company.

The campaign kicks off a year-long celebration highlighting the history and future of the chocolate-chip brand, as well as a rebranding and new flavor. "Famously You" posts are up on the company's Threads, Instagram and Facebook pages.

"Famously You" is also running on YouTube, Meta and via a custom segment on CBS, running locally in New York, Los Angeles, Philadelphia, Dallas and Chicago. An inter-agency team, iProspect and Guru House, handled the work.

The new branding includes a simplified logo for use in print and digital mediums. A new font, Roko, highlights its West Coast roots while Sunset Script, a custom font extends the Famous Amos wordmark. And, since Amos loved Hawaiian-style shirts, such design patterns are part of the updated packaging.

"Wally Amos was boldly original, and his vision and impact are still part of Famous Amos to this day," said Rachna Patel, vice president of marketing for Famous Amos. "Ingredients for Success pays tribute to the brand's roots by helping early-stage Black business owners work toward their dreams — ultimately helping fuel a community where individuality and innovation can thrive long-term."

In 1988, the Shansby Group purchased the company for $3 million, marking the end of Amos' ownership.

The Ferrero Group, which produces Nutella, now owns the Famous Amos brand.