USA – Sweet Loren’s, America’s #1 natural refrigerated dough brand, has partnered with creative agency, Cutwater, to launch an integrated campaign. The endeavor, entitled “You’ll Swear by Them”, marks the first-ever masterbrand campaign for Sweet Loren’s–a significant milestone in the brand’s rich history. The creative is driven by a bold, stylish 0:30-second film–featuring reactions of pure joy at the very first bites of the brand’s signature offerings. The euphoria and bliss are playfully imagined as STFU (“Shut the Fresh Up”), WTF (“What the Flavor”), and GTFO (“Get the Fudge Out”).
Production was spearheaded by Spears & Arrows, and the spot was directed by Niels La Croix. VFX, color, and finishing was executed by Nice Shoes. Audio, music, and sound design was handled by Swell Sound.
“Many people don’t think cookies made with better ingredients can actually taste good, but in this case, they actually taste really f**king good,” explains Cutwater Creative Director, Amy Su. “This category is typically full of more sweet and saccharin campaign approaches. We liked flipping that on its head. You think you’re watching a typical cookie commercial, but then somebody drops the f-bomb. And, we’re able to speak to how delicious they are with the taste cues we dubbed in through a way that feels more interesting and unexpected.”
The work reflects a strong, ongoing commitment and adaptability to reaching younger audiences across digital and social. It comes on the heels of the viral and completely unstaged moment of a Sweet Loren’s junior staff member, Ryan Weitz, accidentally renaming the brand’s TikTok account as “Ryan” for a whole week. The buzz from the online community opened natural, honest conversations about mistakes everyone has made during their early careers as well as inspired impromptu giveaways / sweepstakes from Sweet Loren’s to consumers named Ryan–resulting in over 3 million views, 11,000 new followers on TikTok, and a 277% sales lift.
According to Sweet Loren’s Senior Vice President of Marketing, Tracy Garbowski, “Nearly 77% of households purchase refrigerated dough products. For our inaugural masterbrand initiative, we wanted to build brand awareness by communicating how there doesn’t need to be a compromise between tasting good and feeling good. Sweet Loren’s extensive lineup of irresistible flavors and delights are crafted with an unbelievably delicious taste as well as simple, wholesome ingredients. Beyond the bites of overwhelming happiness, it was also important to us that we weren’t afraid to embrace the candid, such as the stretch, ooze, and melt from the cookies along with the smeared, messy teeth. It’s real, and it’s delicious, just like our products.”
The media strategy was led by Inmar and Catalina. The plan boasts a robust buy throughout CTV, paid social, and digital display. The efforts will also be complemented by influencer content. Sweet Loren’s ready-to-bake cookie dough, puff pastry, pizza crust, and more can be found across 30,000+ grocery stores.
Credits
Client: Sweet Loren’s
CEO and Founder: Loren Castle
President: Doug Radi
Senior Vice President of Marketing: Tracy Garbowski
Marketing Director: Denise Day
Creative Agency: Cutwater
Founder and Chief Creative Officer: Chuck McBride
Principal and President: Christian Hughes
Creative Director: Amy Su
Creative Director: Teddy Miller
Senior Art Director: Audrey Marlett
Copywriter: Mike Ennen
Head of Production and Executive Producer: Doug Stivers
Editor: Michael Pavoni
Strategist: Uma Mantravadi
Group Account Director: Greg Masiakos
Media Agency: Inmar and Catalina
Production: Spears & Arrows
Managing Director / Founder: Jason Wolk
Head of Production: Justin Cormier
CFO: James Stern
Director: Niels La Croix
Producer: Trudy Turner
Production Supervisor: Craig Watson
Assistant Production Supervisor: Dan Baston
1st AD: Michael Metcalfe
2nd AD: Natasha Davydenko
Director of Photography: Kris Belchevski
1st AC: Jurek Osterfied
2nd AC: Matthew Yamamoto
DIT: Randy Perry
Gaffer: Ryan Haas
Best Boy Electric: Laim Guay
Key Grip: Peter Newman
Best Boy Grip: Simon Stunt
Production Designer: Carol Sloan
Buyer: Francisco Costa
Propmaster: Kirk Beirnaskie
Food Stylist: Carol Brown
Wardrobe Stylist: Joanna Kulpa
Wardrobe Assistant: Sheila Hughes
Hair/Make Up: Andrea Claire
Hair/Make Up Assist: Kelsey Gamble
VTR: Wayne Jennings
Script Supervisor: Suzanne Link
Sound Mixer: Kevin MacKenzie
Location Manager: Jennifer Newman
VFX / Color / Finishing: Nice Shoes
Executive Producer: Jason Weissman
HOP: Andrew Pandolfino
Post Producer: Isabel Gomez-Boone
Colorist: Lenny Mastrandrea
Color Assist: Matt Annitto
Flame: Steve Medlin
Flame Assist: Arthur Dorrington
CD/Animation: Stefan Woronko
Audio / Music / Sound Design: Swell Music & Sound
ECD and Lead Engineer: Elad Marish
Executive Producer: Ana Velasco
Composer: Aaron Low
