November 2021

Dan Good Cookies - “A Better Cookie”

The Challenge:

Dan Good Cookies faced low brand awareness in a crowded market dominated by national chains. As a local business offering premium, handmade cookies crafted with quality ingredients, Dan Good needed a brand platform that would differentiate them and establish their value proposition before the critical holiday shopping season.

My Approach:

Created "A Better Cookie" brand commercial featuring owner Dan Floyd that launched on Black Friday 2021. The film emphasized Dan Good's core differentiators: premium ingredients, local craftsmanship, and authentic handmade quality. Rather than focusing on seasonal promotions, the commercial established the brand foundation and emotional connection that would carry through subsequent campaigns.

The Results:

• Commercial reached 20,376 people across Facebook and Instagram organically

• Established brand positioning and messaging framework that enabled future campaign success

• Served as the anchor content for the integrated holiday campaign that followed, contributing to Dan Good Cookies' highest-grossing holiday season on record