Communication Goals
Primary: Increase general awareness of the new RMHC cookies at McDonald’s.
Secondary: Boost consideration of RMHC cookies by highlighting the connection with RMHC donations.
Tertiary: Enhance the perception that McDonald’s RMHC Cookies taste delicious and are well-loved.
Secondary: Boost consideration of RMHC cookies by highlighting the connection with RMHC donations.
Tertiary: Enhance the perception that McDonald’s RMHC Cookies taste delicious and are well-loved.
Inspiration, Insight and the Big Idea
The rich and engaging story behind the development of the RMHC cookie spans a two-year journey of countless hours dedicated to perfecting the recipe. The perfect cookie recipe can be the catalyst for good memories and remind you of home. Baked to be shared, these cookies come with a promise to spread the love and care that went into creating them. We realized that sharing the recipe and stories of RMHC families and volunteers would create a deep emotional connection, making the campaign a perfect fit to celebrate and support RMHC in a fun and engaging way.
Approach and Solution
To bring the campaign to life, we conceptualized the idea of creating a one-of-a-kind cookie book that featured the inspiring stories of volunteers and families, along with the delicious cookie recipes that inspired the RMHC Heart-Shaped Cookies. I designed the book from cover to cover, ensuring it captured the warmth and community spirit of RMHC.
Additionally, I managed the book's print and production, overseeing every detail to ensure a high-quality final product. My involvement extended to aiding in the planning and art direction for the associated launch events, ensuring a cohesive and engaging experience that celebrated the love and effort behind every RMHC Cookie.
Additionally, I managed the book's print and production, overseeing every detail to ensure a high-quality final product. My involvement extended to aiding in the planning and art direction for the associated launch events, ensuring a cohesive and engaging experience that celebrated the love and effort behind every RMHC Cookie.
Media and Influencer Event
To amplify the launch of RMHC Heart-Shaped Cookies and the cookie book, we held special media and influencer events in Toronto and Montreal. Renowned pastry chef Anna Olson joined us in Toronto, while former football player Étienne Boulay joined in Montreal. Influencers, both paid and rostered, received custom cookie baking boxes filled with themed items and original recipes, encouraging them to create their own versions, including vegan adaptations. Paid influencers collaborated with RMHC alumni to bake cookies together, sharing their experiences and stories, which were then showcased on their channels, highlighting the baking process and heartfelt conversations.
Media and Influencer Event
For media, we hosted exclusive events at select RMHC houses where journalists could participate in one-on-one baking lessons with the chief baker. These events featured RMHC families and spokespeople, providing the media with rich, personal stories and experiences to enhance their coverage. The combination of influencer engagement and media interaction ensured a broad and impactful reach for the campaign, celebrating the launch of the RMHC Heart-Shaped Cookies and highlighting the meaningful connections they represent.
Impact and Results
The launch of the RMHC Heart-Shaped Cookies and the accompanying cookie book received extensive media coverage from major publications like Cision, Restobiz, Foodservice and Hospitality, CBC News, Canadian Business Franchise, and Markets Insider. This coverage highlighted the new cookies and featured stories of volunteers like Valda Craig, "The Cookie Lady" from Calgary.
Our influencers played a pivotal role in amplifying the campaign's reach, with many posting about the cookie book and their baking experiences. Anna Olson, a renowned pastry chef, further elevated the campaign by sharing her involvement in the bake-off events. Their collective posts generated widespread excitement and engagement across social media platforms.
Moreover, the campaign's success was officially recognized when it won the prestigious Ace Award in the New Product or Service Launch category, earning gold for its innovative approach and impactful execution.
Moreover, the campaign's success was officially recognized when it won the prestigious Ace Award in the New Product or Service Launch category, earning gold for its innovative approach and impactful execution.
The Cookie Book
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