Insomnia Cookies Makes Tasty Hire from London’s Biscuit Building

Following a competitive four-way agency pitch, Insomnia Cookies announces that it will be working with a sweet new earned comms partner, Earnies.

The account, which was previously held by Manifest, has appointed Earnies to lead on earned brand communications. This remit will see the agency develop culture-first seasonal campaigns, oversee creative comms strategies for nationwide new store openings, and manage its press office function which includes corporate communications and brand advocacy.

The Krispy Kreme backed bakery has twenty years’ of late-night delivery experience under its belt in the US, with its founder, Seth Berkowitz, inspired to revolutionise the subpar late-night student food offering on his University campus. With over 230 locations now across the US, the brand’s ambitious sights are now set on serving up warm, delicious late-night cookies to discerning UK consumers and growing its cult following on our shores.

The impressive retail growth strategy was the driving force in Insomnia Cookies baking a fresh new agency partnership to gear-up its comms efforts.

Millie Ralston, senior marketing manager at Insomnia Cookies said, “We thought we were a creative bunch at Insomnia Cookies, but Earnies smashed it out the park, literally reading our minds during the whole pitch process.”

“They brought an honesty that we loved, and totally understood the challenges of cutting through the noise with a strong start-up mentality that matched our own. We’re excited to get going with our first creative campaign together very soon, one that sits firmly in our irreverent and mischievous heartland and will hopefully recruit a fair few more Insomniacs.”

Nikki Collins, founder of Earnies, added, “From the moment we first connected, it felt clear that we were all very much on the same page of our growth journey and had the same restless sense of energy and curiosity to deliver great work, as well as support and inspire young dreamers.

“Pair that with a client partner who is up for delivering genuinely tongue-in-cheek ideas, and you’re onto a sweet win.”