Generous Cookies

Generous cookies
naming_branding_packaging_stories

Goal:

To create a market for Generous gluten-free biscuits with the packaging as primary and only channel. Create a packaging with a love-on-first-sight effect and with a brand story that resonates in the food community

How:
 
Bring us cookies, and you have our attention.
The Generous bakers came to us with nothing but a bag of cookies and a name. We completed their story, and got to experience it. People that can’t eat gluten still love to eat generously. We focused on creating the Generous brand story on the packaging.
 
Every cookie has a character and witty backstory. ‘Syvain Speculoos’ and ‘Charlotte Chocolat’ are just 2 of the Generous family. The Generous side of the characters came out by making the box a little gift featuring a ‘from-to’ label.
 
The distinctive nature of the brand got a lot of attention when it launched. Generous got picked up by magazines and food blogs. This meant the cookies got on the preferred shelves in the segment of stores. The characters allowed the cookies to live their life as it happened. During winter seasons, Sylvain Speculoos got into the Sinterklaas outfit, and any other occasion allowed for something new on the box. All of it is keeping the product exciting and on the shelves.
 
The thing about the Generous people is that they always gave us cookies. Every so often in the bakery, a cookie breaks and is not suited for packaging. These cookies were perfect for eating; we know that because we ate heaps of them.
Sometime later, we got the idea not just to eat them but to also to put them to some use. We created the Generous box: a box adorned with the endearing and happy characters would serve as proof of the brand's personality. Now and then, Generous could deliver a box of these broken cookies to an organization that also handles people with love. A small school, a seniors' residence, an entrepreneur with a kind and loving project. With this, we had a unique storyline for our social media: generous stories.

Client: Generous cookies —Christophe Harou
Special thanks to the illustrator

Result:

Earned media: 100% coverage by daily Belgian press. Mentioned in all major radio shows. The slogan even became a question in TV shows and quizzes

Online: KPI = awareness (reach), but even with this KPI the average view rate in Facebook feed (4.52%) is way above benchmark + the CTR (3.34%) scored really well.