Cult US bakers, Insomnia Cookies, has recruited Manifest Manchester ahead of its UK launch.
The late-night cookie concept was born out of a University of Pennsylvania dorm room and now has more than 200 locations in the States, with Manchester its first overseas.
Manifests’ role will be deliver a full-service launch campaign, incorporating experiential, earned media, influencer and digital content activity.
“As far as US brands go, you can’t get much more cult-favourite than Insomnia Cookies,” said Bec Chelin, Director of Manifest’s Manchester studio.
“From humble beginnings in Seth [Berkowitz]’s dorm room to rapidly becoming a staple in college cities nationwide, Insomnia has exactly the kind of innovative, challenger brand mindset that we love working with.
“We’re excited to get going on satisfying Manchester’s sweet tooth and helping to cultivate a community of warm-hearted Insomniacs across the UK.”
The chain developed a reputation in the US for door-to-door delivery of cookies as late as 3am.
“It’s great to be embarking on this exciting journey with Manifest as we introduce Insomnia Cookies to the UK for the very first time,” said Ben Lacey, Managing Director at Insomnia Cookies UK.
“The team has felt like a true partner for the past few months that we’ve spent working together, and we feel total alignment with them in our approach, values and creative vision for the brand.”
The first 2 stores will be on Cross Street in the City Centre and University Green by the University of Manchester. It will then be looking for further role out, initially in the North of England.
