Turning A Culinary Hot Take Into a Cultural Moment for O’ts Cookies
What We Did:
O'ts Cookies makes oatmeal cookies with big, bold flavors and NEVER raisins. So, we gave the brand a holiday to match its point of view: National #!&% Raisins Day. Jaine PR shaped the concept and tied it to a cause: every Anti-Raisin Pledge signature donated $1 to City Harvest, and 20% of co-branded merch sales went to the same fight against hunger. Ahead of the day, we sent custom O'ts mailers to media and creators, pitched local press, and brought on a creator as our campaign spokesperson. On the day, pedicabs and brand ambassadors took the pledge to the streets of NYC, handing out free cookies in exchange for pledge signatures, filming man-on-the-street interviews about people's worst raisin moments, and coordinating on-site content with creators.
What We Saw:
Industry buzz from food and CPG outlets NOSH and Nombase, plus city coverage from NYC For Free, Average Socialite, Pulsd, The City Edit NYC and Flatiron Nomad
Organic coverage from NYC's go-to social accounts, led by @nyc_forfree (795K+ followers) in both feed and stories, plus @nycfamilyexplorer and @whatisthislinefor.nyc
Media and creators asking to taste the raisin-free cookies for themselves, and an additional spokesperson sampling opportunity secured after the event
Online coverage in key New York event outlets such as , Average Socialite, NYC For Free, Pulsd, NYC Family Explorer, The City Edit NYC and Flatiron Nomad
