Keebler: A Pioneering Approach Establishes a National Brand
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, Rosica used 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, we 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, Time Magazine, A&E’s “Biography,” The Today Show, Good Morning America, The New York Times, The Chicago Tribune, 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