Kirshenbaum Bond & Partners West will unveil its first work since opening for business last August with a new TV and radio campaign for Mother's Cookies, set to break March 23.
The ad push is the first in more than a decade for the 84-year-old Oakland, Calif.-based cookie company.
The four 30-second TV spots feature actual Mother's employees singing and dancing in a cheery, colorful setting inside the company's Oakland bakery. The effort, which will reach 15 Western states, is tagged: "Mother's Cookies. The best little cookie company."
"Mother's is a magical place, and that's what we wanted to capture in the advertising," said Pat O'Dea, president and chief executive officer of Mother's Cookies.
The ads' songs celebrate some of the company's signature products, including its pink-and-white frosted animal cookies and its most popular item, the taffy sandwich.
Pop-up "bubbles" reveal how long each employee has worked for the company. Most of the featured workers have been with Mother's between 10 and 30 years.
"A company with just one bakery in Oakland since 1914, whose employees have been making cookies for [many] years, feels more homemade than the big national cookie brands," said Nigel Carr, managing partner and general manager of KB&P West. "Mother's is truly ... everyone's romantic fantasy of what a cookie company should be."
One spot features a procession of forklifts in a "cookie parade." Another shows employees cruising the bakery on tricycles, carrying ingredients and making quality control checks. Baked goodies of all shapes, colors and sizes whiz across the screen in all the commercials.
The campaign's creative team was led by creative director Jennifer Solow, former vice president and associate creative director at Kirshenbaum Bond & Partners, New York. The production house was Palomar Pictures, Los Angeles.
KB&P West was opened initially to service the estimated $10 million Mother's Cookies business. It has since won an estimated $2 million account from Score Learning Centers, a division of Kaplan Educational Centers, San Francisco.