Christie Cookie

Purpose

Christie Cookie is a Nashville-based, gourmet cookie company that mixes, bakes and ships millions of cookies every year out of its bakery in the Germantown neighborhood of Nashville. While many people have eaten a Christie Cookie, including anyone who has had a warm cookie upon check-in at a DoubleTree by Hilton hotel, many Nashvillians did not know they were manufactured in town. With national-interest in the city of Nashville hitting an all-time high, Christie Cookie needed to capitalize on the popularity of its hometown, letting consumers know it was a Nashville original.

Process

For a week in October 2013, Christie Cookie partnered with 15 Nashville Originals restaurants to create unique desserts using Christie Cookie flavors. ACI worked closely with the marketing team for Nashville Originals, the firm that represents the Nashville Originals to plan and promote the partnership. It was offered to each of the more than 40 member restaurant of the Nashville Originals.

Each restaurant experimented with the dough to create a unique recipe using Christie Cookie product, which was provided to each of the restaurants for free during the length of the promotion.

ACI drafted a press release announcing the promotion and distributed to its media contacts. ACI also delivered cookie tins to local TV and radio outlets. ACI created an image that was sent electronically for restaurants to promote the week via social media, which several of the restaurants used in addition to posting pictures and descriptions of the desserts.

Results

Local print, TV and online media, including bloggers, picked up the release, resulting in several key placements for the promotion. These included the Tennessean, the Nashville Scene’s Bites Blog, Fox 17, Channel 2, Style Blueprint and Nashville Lifestyles.

ACI and the Nashville Original’s marketing team were able to secure a total of four live-remote segments with Fox 17 and Channel 2 from various participating restaurants, as well as several radio mentions.

The Christie Cookie Facebook page garnered close to 40 new “likes” during the week of the promotion and the week following.

Several of the restaurants continue to purchase product from Christie Cookie as well as add the dessert to their menu permanently.