Winners readies cookie promotion
By Rob Bale
Retail chain Winners is preparing a national promotion called “AcceptCookies.IRL.” Beginning Sept. 12, consumers at participating stores in Calgary, Windsor, London, Hamilton, Toronto, Ottawa and Halifax will be invited to accept a custom cookie from Craig’s Cookies before they begin shopping. The intent, according to the company, is to present a familiar online activity as a physical experience. The custom cookie will also be available at Craig’s Cookies locations nationally from Sept. 14 to 30. Winners is owned by TJX Companies.
“When Winners came to us with AcceptCookies.IRL, we loved how fun and instantly gettable the idea was,” said Craig Pike, founder of Craig’s Cookies. “We’re always playing with familiar flavours in unexpected ways, so this gave us the chance to put a Craig’s Cookies spin on an everyday digital moment and create something just for Winners. The cookie starts with our classic chocolate chip cookie, but the surprise is what you find when you break it open. It felt like the perfect way to bring that sense of unexpected discovery to life.”