PR Case Study - Food & Beverage - Famous Amos

How Famous Amos Became “Famous”

Famous Amos Cookies sought to become a nationally recognized brand of gourmet cookies in a highly competitive marketplace. Since Wally Amos did not have an advertising budget, we utilized Wally’s unique persona to accelerate the branding process and emotionally connect his product with consumers. In a text book PR program that is still used as a case study in university marketing classrooms today, Rosica developed grassroots media events, a spokesperson tour and a strategic cause marketing tie-in with Literacy Volunteers of America to tell the brand’s story and maintain visibility. Media placements included People Magazine, A&E Biography, Chicago Tribune, Today Show, Good Morning America, New York Times, Time Magazine, plus thousands of daily and weekly newspapers, food trades, and local television stations across North America. When purchased in 1998 by Keebler, The Famous Amos brand was valued at $200 million. Rosica has represented Wally Amos since 1980.

“Rosica executed a truly classic PR campaign…one of the most successful campaigns in the history of the food business.”
- Snack Food Magazine

Please email PR@Rosica.com for additional information