Hill, Holliday Gives Cookie Dough a Marketing Push

Hill, Holliday, Connors, Cosmopulos’ launch effort for cookie-dough marketer 600-lb. Gorillas touts the startup’s frozen, precut dough as an alternative to traditional rolls that require more preparation.

Two 60-second spots are running on Boston-area radio stations. In one, a voiceover describes the “saga” of Gorillas founders Chris and Paula White: “Boy meets girl, boy marries girl, boy and girl give birth to a 600- pound gorilla.” Though it may sound like a tabloid headline, the voiceover says, such a creature can be found in the frozen-food section of your local supermarket. Ads end with a loud roar and a voiceover saying, “It’s hard to ignore a 600-pound gorilla.”

Billboards show a gorilla snacking on a cookie and read, “The next evo-ution of cookie dough.”