Crumbl Cookies – Protein Cookie Campaign
This mock campaign was created to support the launch of Crumbl’s new Protein Cookie in premium retail stores. The goal was to shift Crumbl’s positioning slightly—from a purely indulgent treat brand to one that also appeals to health-conscious snackers.
The strategy centered on maintaining Crumbl’s bold, playful identity while introducing a functional product benefit: 15g of protein. By branding the cookie as a “gym crush disguised as dessert,” the campaign tapped into wellness culture without losing the fun and flavor Crumbl is known for.
Visuals were crafted to balance boldness and simplicity, using clean type and striking imagery to feel right at home on a Target or Whole Foods shelf. This approach helped position the Protein Cookie as a crave-worthy, better-for-you option designed to stand out in a competitive category.
Execution shown below.
