Two Cookies. Two Weeks. Nationwide Crave.

Limited-time food launches live or die by speed. For Crumbl’s collaboration with OREO® and CHIPS AHOY!®, the challenge wasn’t product quality - it was turning two one-week cookie drops into a nationwide moment before they disappeared.

The campaign relied on influencer storytelling to make the cookies instantly crave-worthy and impossible to ignore. Food creators were selected for their ability to visually sell texture, indulgence, and in-store experience, transforming a single cookie into content that felt urgent, cinematic, and shareable. Close-up breaks, slow-motion reveals, and real-time reactions were used to trigger appetite and immediate intent.

The activation ran in two tight phases, each aligned to a specific cookie drop, and focused on Instagram Reels supported by paid amplification. Rather than spreading budget thin, the campaign prioritized high-performing creative and scaled what resonated fastest: ensuring momentum throughout each LTO window.

In just twelve days, the campaign delivered 19.1 million impressions, exceeding goals by 36%, and drove 41.6K link clicks, surpassing benchmarks while maintaining exceptional efficiency. Engagement reached 1.9 million interactions with a 10% engagement rate, outperforming dessert and QSR benchmarks by 25%. Paid media achieved a standout $1.66 CPM, making this one of the most cost-efficient food launches in the category.

More than a performance win, the campaign showed how influencer marketing can function as a modern demand engine for food brands: turning fleeting menu items into cultural moments through crave-first creative, fast optimization, and creator-led authenticity.