Krispy Kreme-backed Insomnia Cookies has completed a 4-way pitch process for a new communications agency.
The account was previously held by Manifest Manchester, which handled the late-night cult bakery’s UK launch.
It’s now turned to London-base Earnies, which will lead on earned brand communications, including culture-first seasonal campaigns, overseeing creative comms strategies for nationwide new store openings, and managing its press office function.
“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,” said Nikki Collins, Founder of Earnies.
“Pair that with a client partner who is up for delivering genuinely tongue-in-cheek ideas, and you’re on to a sweet win.”
Insomnia Cookies has 20 years’ experience in the United States, with 230 locations. It opened its first UK stores in Manchester last year, with Manifest Manchester working on the launch campaign.
“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,” stated Millie Ralston, Senior Marketing Manager at Insomnia Cookies.
“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.”
