Mrs. Fields was faced with declining sales and an ill defined brand image. A comprehensive brand development strategy was created including the creation of a tagline, gift purchase strategy, merchandising, kid's/family programs, new product introduction and promotional strategy.
The campaign effectively reversed the declining sales trend and positioned Mrs. Fields to purchase two key competitors (Original Cookie Company and Pretzel). The positive sales trend also led to the doubling of the number of outlets in 3 years.
Promotional Programs
