Concept Campaign · FMCG / FoodBuilding a brand
around one break.
From a clear audience tension to a repeatable social idea, this project shows how strategy becomes a coherent creative system.
One occasion.
One clear role.
Give a new cookie brand a distinctive reason to enter the category.
Professionals first, with students sharing the same afternoon routine.
The product turns an ordinary moment into a small reward.
Repeat the same occasion through different creative angles.
Make the 3PM break
impossible to skip.
Close texture and melted chocolate create immediate appetite appeal.
The desk and the 3PM cue build a repeatable consumption occasion.
Short, confident lines keep the brand easy to recognise.
A feed built as a sequence,
not isolated posts.
Establish the brand, product and 3PM occasion.
Use texture, flavour and product detail to build desire.
Return to the same occasion with fresh copy and visual variations.
One clear next step without turning the feed into sales content.
The first inbox moment
continues the break.
Make your 3PM better.
20% off the first order, early flavour drops and limited batch alerts.
Send BREAK20 immediately after signup.
Make CRMB. the product people expect at 3PM.
Use new drops and limited batches to earn the next open.
Four bites.
One mood shift.
THE
3PM
FIX.
3PMSOFT-
BAKED
+ MELTY.
THE FIRST-BITE EFFECTRICH
COCOA.
SEA-SALT.
BALANCED SWEET + SALTYWORTH
EVERY
CRUMB.
