Project Description
LAUNCHING LEMON-UPS®
GIRL SCOUT COOKIES®
![a3 product launch cookie food industry creative delicious marketing communications photography](https://www.wordsfresh.com/wp-content/uploads/2020/08/a3.png)
![a2 product launch cookie food industry creative delicious marketing communications photography](https://www.wordsfresh.com/wp-content/uploads/2020/08/a2.png)
![1a product launch cookie food industry creative delicious marketing communications photography](https://www.wordsfresh.com/wp-content/uploads/2020/08/1a.png)
CHALLENGE
Everyone has their favorite Girl Scout Cookie. And when there’s a new one? It needs a special introduction – in this case, across multiple social media platforms.
OUR STRATEGY
With positive affirmations baked right in, this is a cookie made for social sharing. Messaging encouraged consumers to spread those good vibes with the tagline “Lift ‘em up with Lemon-Ups!”
Two social campaigns drove more engagement:
Lemon-Ups Matchups: Inspired fans to choose the “I am” statement that best matched their personality and share it on social media.
Jump Up for Lemon-Ups: Promoted cookie sales during National Girl Scout Cookie Weekend by inviting followers to #JumpUpForLemonUps on Leap Day.
Design: Ingrid Design
Photography: John Lair
RESULTS
267k impressions on Facebook announcement
Instagram profile visits increased by 78% during launch week
Gained 235+ Instagram followers over the course of the season
![product launch cookie food industry creative delicious marketing communications photography product launch cookie food industry creative delicious marketing communications photography](https://www.wordsfresh.com/wp-content/uploads/2020/12/creative-300x300.jpg)
![product launch cookie food industry proud leader social campaign product launch cookie food industry proud leader social campaign](https://www.wordsfresh.com/wp-content/uploads/2020/12/lemon-ups-300x300.jpg)
![product launch cookie food industry proud leader social campaign cute creative product launch cookie food industry proud leader social campaign cute creative](https://www.wordsfresh.com/wp-content/uploads/2020/12/jump-up2-300x300.png)