Launch Bags Great American Cookies

DALLAS Great American Cookies, part of the Mrs. Field’s corporate franchise group, has chosen Launch Agency to develop brand marketing initiatives after a review, the agency said.

Dallas-based Launch plans to use the company’s 30-year heritage, 300 U.S. shopping mall locations and solid impulse-buy customer base to drive increased “destination” purchases, specifically for its signature Cookie Cake product, the agency said. The value of the account was not disclosed.

“Great American Cookies enjoys a tremendous walk-by business, holiday usage is extremely high, and the company possesses an enviable database of opt-in e-mail customers who are excited to hear what’s new and delicious baking up at their neighborhood store,” said David Wilgus, principal and co-creative director at Launch. “Launch is bringing our extensive retail, food and women’s marketing expertise to bear on the venerable brand to drive traffic and increase check total.”

Launch is focusing on point-of-sale rebranding, as well as seasonal initiatives; a national television spot is planned for 2006.

“Launch really showed a passion for our company,” said Greg Allison, brand manager at Great American Cookies.

Launch is a full-service advertising agency that specializes in the introduction and relaunch of new and mature brands.