In the same way that we approach all of our client’s challenges, we always look to identify the existing or
potential customer first and then find ways to persuade them to take a desired action. In this case, the company was suffering from a malaise that stemmed from a time worn brand that badly needed a face lift. The brand also suffered due to the fact that their sole distribution method was retail stores in aging shopping malls. In consideration of Mrs. Fields limited budgets and resources, we looked for an existing program to expand upon. We chose an amateur cookie contest, which was a regional mall program and developed it into a national partnership with NBC’s “Days of ourLives” and the Leukemia & Lymphoma Society. “The Winning is Sweet: So Are the Days of Our Lives” promotion was a year-long no-cash endeavor that created:

• A new Mrs. Field’s “Days of Our Lives” cookie in 450 stores
• An opportunity for the Leukemia Society to fundraise in 450 stores and on national television
• Distribution and recognition for Mrs. Fields into “Leukemia Walk–a-Thon” events in 220 cities
• Awareness for Mrs. Fields Cookies on national television
• The use of the Days of our Lives celebrity cast for Mrs. Fields and Leukemia Society marketing