Sweet Loren's cookies debuts its
first masterbrand campaign — with a twist.
Cutwater's 30-second "You’ll Swear by Them" spot is geared to younger demos,
capturing the joy that delicious taste can bring. The sensation is marked as STFU ("Shut the Fresh Up"), WTF ("What the Flavor") and GTFO ("Get the Fudge Out").
“Many people don't think
cookies made with better ingredients can actually taste good, but in this case, they actually taste really f**king good,” says Amy Su, Cutwater creative director. “This category is
typically full of more sweet and saccharin campaign approaches. We liked flipping that on its head.”
Inmar and Catalina are responsible for media strategy. The work runs on CTV, paid social,
digital display and influencer content.
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The company's genesis began in 2007. It uses only high-quality, gluten and allergen-free ingredients.
Loren Castle, who had survived cancer in
her early 20s, wanted to create clean-food desserts. She continue to sell her output at local New York City markets until securing on-shelf distribution at Whole Foods in 2012. By 2019, Sweet Loren's
was named one of the 5,000 fastest-growing companies in the U.S. Today, it's found in 30,000 grocery stores nationwide.
“Nearly 77% of households purchase refrigerated dough products. It
was important to us that we weren’t afraid to embrace the candid, such as the stretch, ooze and melt from the cookies along with the smeared, messy teeth. It’s real, and it’s
delicious, just like our products,” said Tracy Garbowski, Sweet Loren’s senior vice president of marketing.
Cutwater's client work includes San Francisco Bay Coffee, LG, MoneyGram
and Hartz.