Two Cookies. Twelve Days. Nineteen Million Impressions.

When Crumbl partnered with OREO® and CHIPS AHOY!® to launch two limited-time cookies, the challenge was clear: drive immediate awareness and store traffic during two ultra-short, one-week LTO windows.
The solution was a tightly focused influencer campaign built around crave-worthy storytelling and amplified through paid social. Two food creators were selected to bring the cookies to life through close-up visuals, texture breaks, and in-store moments that made the product feel urgent, indulgent, and unmissable - without ever feeling overproduced or overly scripted.
The campaign ran in two phases across Instagram Reels and Stories, with each creator visiting select Crumbl locations to capture authentic, high-impact content tied directly to each weekly drop. Paid amplification extended the reach of top-performing assets, 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 proved to be a standout, generating 1.9 million engagements and a 10% engagement rate, outperforming category benchmarks by 25%. Paid media achieved a remarkably low $1.66 CPM, making this one of the most cost-efficient QSR dessert activations of the year.
By combining authentic creator storytelling with smart amplification, the Mondelez: Crumbl x OREO & CHIPS AHOY! campaign turned two limited-time cookies into a nationally scaled moment - proving that when influencer content is done right, even the shortest windows can deliver outsized results.