Cinnabon Launches Social-First Campaign Highlighting Churro Menu Item

Cinnabon, the market leader among cinnamon roll bakeries that serves fresh, aromatic, oven-hot cinnamon rolls, a variety of other baked goods, and specialty drinks, has just launched a new social-first campaign. Created in collaboration with independent creative agency Chemistry, the campaign highlights the Cinnabon Churro while tapping into gen z's appetite for both sweet treats and delightfully unhinged brand behaviour.

The work tells the story of a menu item yearning for recognition. While the adored Cinnabon Classic Roll basks in the spotlight, the churro lives in the shadows – until now. Cinnabon’s wholesome image is challenged by the introduction of “Churrobon” - the antithesis of Cinnabon, an edgy and dark character.

On February 3rd, a post appeared on Cinnabon’s Instagram account, alerting followers that they had been made aware of a churro “fan” page parading as an official Cinnabon account. The post asked followers not to engage or interact with any handles using @churrobon. In just over two weeks, this post received over 12,000 likes and almost 130 comments. This came following a series of rogue posts on the Cinnabon account from Churro that resulted in over 25,000 impressions for the brand.

On February 4, @churrobon, a “burner account” serving as a chaotic counterpart to Cinnabon started trolling the brand. Edgy phrases have been posted, such as “from the churro comes the chaos” and “while being consumed by dread, consume a churro.” Each time Cinnabon posts Churro content, @churrobon will repurpose said posts. 

This social-first campaign keeps up with the gen z demographic while driving engagement and delight for the beloved brand.