How Crumbl Cookies Advertises on Meta

# Ad summary This ad showcases how to make the viral Dubai Chocolate Brownie. # Brand positioning This brand is presented as a creator of indulgent and trendy dessert experiences, positioning itself within the premium dessert market by capitalizing on the viral trend of the Dubai Chocolate Brownie. The brand's tone is playful, leveraging on-trend social media formats to push against the norms of traditional dessert advertising. The brand's positioning is emotional, tapping into viewers' desire for novelty treats. # Product The product featured is the Dubai Chocolate Brownie, a layered dessert that combines a fudgy chocolate brownie base with a crunchy kataifi middle layer, topped with a smooth milk chocolate layer and finished with a drizzle of pistachio cream. The brownie is prepared from scratch using a rich chocolate batter. Its USPs include the unique combination of textures and flavors, offering a soft, fudgy, crunchy, sweet, and nutty experience in every bite. It's presented as a premium treat worth trying due to its viral popularity and indulgent ingredients. The ad addresses the purchase barrier of potential unavailability by urging viewers to 'Order now before it's gone!', highlighting its limited availability. # Visual style The ad has a clean, polished aesthetic with a professional kitchen setting and clear lighting. The editing style uses quick cuts to maintain a fast pace, with cuts timed to the music beats. The production quality is high, showcasing the process with clarity. The pacing is consistent, aiming for an engaging and appetizing presentation. # Hooks Spoken: 00:02-00:04 First, we mix up our Text overlay: First, we mix up our Visual: 00:02–00:07: A pink KitchenAid mixer is shown in a bright, professional kitchen. Hands in black gloves are shown adding wet and dry ingredients into the bowl. Text overlay: 'First, we mix up our rich chocolate batter from scratch'. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the potential unavailability of the Dubai Chocolate Brownie due to its popularity. This is implied by the high demand and the call to action to order quickly. # Value propositions - Making the viral Dubai Chocolate Brownie - Perfect soft fudgy brownie # Benefits - Ultimate sweet nutty bite - Good to go # Features - Rich chocolate batter - Crunchy kataifi - Silky milk chocolate - Pistachio cream # Call to action Order now before it's gone! # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the perspective of the brand, showcasing the process of making the Dubai Chocolate Brownie and prompting viewers to order. # Storyline - 00:00–00:02 The ad opens with a visual of the completed Dubai Chocolate Brownie being split open. - 00:03–00:06 Next, the ad cuts to the preparation of the brownie batter, showcasing the mixing of ingredients in a pink KitchenAid stand mixer. This gives the audience the recipe to create it themselves at home. - 00:07–00:11 The mixture continues to be mixed together and then the dry ingredients are added to the batter. - 00:12–00:13 The ad then shows the smooth and glossy final batter. - 00:14–00:16 The brownie batter is placed into molds and then baked in a commercial oven, showcasing the brownie component. - 00:17–00:19 The ad then cuts to the layering process, showing the addition of crunchy kataifi on top of the baked brownie base. - 00:20–00:22 Next, a layer of milk chocolate is poured over the kataifi. - 00:23–00:25 The milk chocolate brownies are placed in a freezer for cooling. - 00:26–00:30 The brownies are finished with a drizzle of pistachio cream. - 00:31–00:33 The ad ends with a final shot of the brownie being split open again, paired with a call to action.

# Ad summary This ad showcases a rich, dark chocolate cookie against a chocolate-colored background with star-shaped icons. A pink badge highlights the cookie's inclusion in the brand's 'Classic Menu.' The ad's focus is a close-up of a single cookie that makes it appealing and enticing. # Brand positioning This brand appears to offer classic, indulgent treats. The "Classic Menu" designation suggests the brand values tradition and familiarity, positioning itself as a provider of reliable, comforting baked goods. The brand does not appear to push against any category norms and instead focuses on emotional appeal with rich ingredients. # Product The product is a dark chocolate cookie, identifiable by its deep brown color and irregular surface texture. The cookie has a slightly cracked appearance, with some lighter-colored flecks visible within the chocolate. It is a soft baked style cookie. The product is featured for its inclusion on the company's "Classic Menu." # Visual style The ad has a clean, slightly cartoonish visual style. The production quality appears studio-shot. The background consists of a repeating pattern of star-shaped icons. The image treatment includes background removal and a focus on highlighting the product with appetizing details. # Hooks Headline: Classic Menu # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its product in a way that focuses on its place within their established product line, indicating its importance and popularity. # Storyline - The brand is presenting its cookie, emphasizing its inclusion in the 'Classic Menu.' This highlights the cookie's classic nature and seeks to appeal to consumers looking for familiar, comforting flavors from a company that values tradition.

# Ad summary A UGC-style ad featuring a content creator enjoying Crumbl cookies. She showcases different cookie flavors and emphasizes their rotating menu, which keeps her excited to try new options every week. She also mentions the classic cookie flavors that are always available. The creator shares a personal anecdote about surprising her mom with Crumbl cookies after she broke her foot, highlighting the emotional connection and joy that the cookies bring. # Brand positioning Crumbl is presented as a modern, exciting cookie brand that differentiates itself through a regularly rotating menu of unique cookie flavors alongside a selection of classic flavors. The brand is positioned as bringing joy and anticipation to customers' lives, with the rotating menu framed as a fun surprise that keeps customers engaged and returning weekly to discover new flavors. The brand aims to occupy a space in the consumer's mind that goes beyond a simple cookie company by providing novelty and fun to mundane routines, which is more emotional than functional. The ad highlights the brand's emphasis on variety and customer anticipation, ignoring the category norm of offering static, consistent options. # Product Crumbl cookies are presented as large, decadent, and diverse cookies available through weekly rotating menus. The product works by offering both rotating and classic flavors to ensure there is something for everyone. Unique selling points are their large size, unique rotating menu which offers new flavors every week, and the option of a "classic" or standard cookie. The product is designed to add excitement to the customer’s week by having weekly rotating flavors to choose from. It targets the boredom of routines by offering the element of surprise. Purchase barriers are addressed by also offering classic cookie flavors that are available all the time. # Visual style This ad has a UGC feel with static shots. It has a homey vibe due to the filming location being inside a bedroom with string lights and purple bedding. There are quick cuts between the content creator eating the cookies and photos of her mom enjoying the cookies. The editing pace is relatively slow, with approximately 15 cuts per minute. The audio-visual sync is timed to voiceover lines. # Hooks Spoken: 00:01–00:07 I used to hate Mondays, but now it's kind of become my favorite day of the week because of Crumble. Visual: 00:01–00:07 The camera angle changes and she presents the cutting board with 4 cookies on it. The cookies are a chocolate chip cookie with ice cream and chocolate drizzle, a banana pudding cookie, a frosted cookie with sprinkles, and a peanut butter chocolate cookie. She talks to the camera about Crumbl Cookies. # Funnel stage Consideration # Pain points Customer boredom and anticipation for new options: "I used to hate Mondays." # Value propositions - Offers both rotating and classic flavors to ensure there is something for everyone - Addresses the boredom of routines by offering the element of surprise # Benefits - Brings excitement to the week - Provides familiar favorites - Offers the element of surprise # Features - Rotating menu of unique cookie flavors - Classic cookie flavors always available - Two-pack cookies available on Thursdays # Call to action None used. # Social proof - The content creator shares a personal anecdote about bringing Crumbl cookies to her mother, who had recently broken her foot. - The creator shows her mother eating the cookies, smiling and implying her satisfaction. # Point of view - Customer 100% – A real user shares their personal experience and opinion about the product through direct address. # Storyline - 00:00–00:01 The video begins with a shot of a content creator aggressively slapping a wooden board to prepare for an ASMR-style cookie tasting. - 00:01–00:07 00:01–00:07 The creator expresses that Monday used to be her most hated day, but it has now become her favorite because of Crumbl. This is from the creator's point of view, meant to set the stage for how the product has impacted her life, using the tone of a casual vlog. - 00:07–00:14 00:07–00:14 The creator shares a personal anecdote about bringing Crumbl cookies to her mother, who had recently broken her foot. She presents this situation as a context in which Crumbl was the perfect surprise. She then provides a shot of her mom enjoying Crumbl. This section is from the creator's perspective, aiming to elicit an emotional response from the audience. - 00:14–00:19 00:14–00:19 The creator transitions into reviewing the specific cookies she purchased this week, starting with the "thin" cookie. She mentions that this cookie is only available on Thursdays, emphasizing the limited availability and uniqueness. This is from the creator's perspective and sets a fast-paced tone. - 00:19–00:23 00:19–00:23 She takes a bite of the cookie, showcasing the texture and implying her enjoyment. She then dunks it into a drink in a cat-shaped cup. This is from the creator's perspective, aiming to build interest through visual demonstration, and with an ASMR tone. - 00:23–00:26 00:23–00:26 The creator continues to eat the cookie, then breaks it in half to show the inside. This section is from the creator's perspective and the tone of a casual vlog. - 00:26–00:29 00:26–00:29 The creator emphasizes that the thin cookies come in a two-pack with flavors that change weekly. This makes it so fun. This is from the creator's perspective, meant to build the element of surprise, with a casual and excited tone. - 00:29–00:33 00:29–00:33 The creator says she's always obsessed with the rotating menu. She then says that she is excited to see what flavors are available each week. This section is from the creator's perspective, highlighting a benefit of the cookie, and done with an excited tone. - 00:33–00:41 00:33–00:41 She takes a bite out of another cookie (a "Pop-Tart" one) and expresses her amazement. This section is from the creator's point of view, aiming to build excitement through a visual demonstration, and done with a casual tone. - 00:41–00:52 00:41–00:52 The creator notes that Crumbl offers predictable items that stay on the menu, showing the standard cookie options and saying that the classic flavors provide consistency. She then emphasizes the joy of the rotating menu. This section is from the creator's perspective, aiming to inform and reassure, and done with a casual tone. - 00:52–00:57 00:52–00:57 The creator eats another cookie with ice cream and chocolate drizzle and expresses that it "just couldn't get better than that." This is from the creator's perspective, expressing delight through visual demonstration. - 00:57–01:04 00:57–01:04 The creator eats the final cookie, which is topped with whipped cream and chocolate chips. She says that's what she loves about Crumbl. This section is from the creator's perspective and expresses delight.

# Ad summary This ad showcases Crumbl's snickerdoodle cookie with a visual demonstration. # Brand positioning Crumbl is a popular bakery chain known for its large, gourmet cookies with a rotating weekly menu in addition to its mainstays. The brand focuses on high-quality ingredients and unique flavor combinations, often presented in a visually appealing manner. Its cookies are positioned as a premium treat and aim to bring joy and indulgence to everyday moments. The brand bucks the trend of traditional grocery store cookies by offering distinctive flavors in a shareable size delivered in a signature pink box. # Product The ad features the Snickerdoodle Cookie from Crumbl's classics menu. It is a large, round, soft cookie covered in cinnamon sugar. The ad shows the cookie being broken in half to reveal its soft interior and stacked with others, emphasizing its appealing texture and visual presentation. The ad highlights the soft texture and cinnamon-sugar coating of the cookie. The cookie is for anyone seeking a gourmet sweet treat and is presented as a perfect indulgence. # Visual style The ad has a clean and bright aesthetic with a focus on showcasing the product's texture and visual appeal. The editing is simple with static shots and smooth transitions, and the production quality appears polished. The background is a consistent light peach color, which emphasizes the color of the cookie. # Hooks Text overlay: 00:00–00:01 CLASSICS MENU Visual: 00:00–00:01: A close-up shot shows a pair of hands with pink nail polish holding a snickerdoodle cookie against a light peach background. The hands gently break the cookie apart, revealing the soft interior. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - The Snickerdoodle cookie from Crumbl's Classics menu offers a familiar favorite, enhanced by the brand's focus on high-quality ingredients and a soft, indulgent texture. - The cookie is positioned as a shareable treat, making it a perfect choice for social gatherings or family desserts. # Benefits - Delicious taste - Soft texture - Shareable treat # Features - Large size - Cinnamon-sugar coating - Soft interior # Call to action Order Today! # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and prompting immediate action. # Storyline - 00:00–00:01 The ad opens by displaying the words "CLASSICS MENU" over an image of a hand holding a snickerdoodle cookie, immediately highlighting the product line. - 00:01–00:02 The text changes to show the specific product, “Snickerdoodle Cookie,” emphasizing the type of cookie being advertised and establishing a clear focus. - 00:02–00:04 The ad showcases a stack of cookie pieces, then a hand picks up one of the pieces, highlighting a visual display of the cookie and its texture. - 00:04–00:05 The ad provides a close-up shot of the cookie, focusing on the texture and cinnamon-sugar coating. - 00:05–00:06 The ad shows hands breaking the cookie in half, revealing a gooey interior, and indicating a soft texture. - 00:06–00:09 The ad ends with text that says “Order Today!” superimposed over a stack of the snickerdoodle cookies, communicating an intention to prompt immediate action.

# Ad summary This ad features pita bread and mentions the classic menu. # Brand positioning The brand aims to occupy the space of classic, simple menu items, suggesting an emphasis on traditional, well-loved flavors and dependable quality. The brand aligns with a comfort food lifestyle, offering familiar and satisfying options. It subtly pushes against overly trendy or complex culinary offerings, opting for straightforward, approachable dishes. The brand positioning is both functional, in terms of providing readily available and satisfying meal components, and emotional, in terms of evoking feelings of nostalgia and simple pleasure. # Product The product is a piece of pita bread, a round, slightly leavened flatbread that is a staple in many cuisines. It is implied to be part of a classic menu. The pita appears baked, with a slightly golden and textured surface. This product is for anyone looking for a simple, versatile bread option. No specific features, ingredients, or design details are explicitly stated beyond what is visually apparent. The ad conveys the message that this pita bread is a reliable and easily integrable component of familiar meals. # Visual style The ad has a clean, minimalist aesthetic. It features soft lighting and a pastel color palette, which contributes to a friendly and inviting tone. The design appears intentional, lending the ad a sense of polish and professionalism. The retro pattern in the background contrasts with the very simple product display. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Classic Menu # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad presents the pita bread as part of its classic menu, positioning the brand as a provider of simple, reliable food options. # Storyline - The ad presents a piece of pita bread, showcasing its appearance and texture to highlight the classic menu it is part of. The intention is to draw viewers in with a familiar food item. The perspective is from the brand, presenting the pita as a key product.

# Ad summary This ad showcases Crumbl's Celebration Cake Cookie. The ad features close-up shots of the cookie and text overlays displaying 'Classics Menu' and 'Order Today!'. # Brand positioning Crumbl is presented as a modern bakery that specializes in unique and gourmet cookies. The brand is positioned as offering a fun and indulgent treat, perfect for celebrations or everyday enjoyment. The use of bright, playful colors and close-up shots of the cookies emphasize the visual appeal and deliciousness of their products. Crumbl aligns with a lifestyle that values novelty and quality in a sweet treat. The brand's frequent menu rotations push against category norms, offering customers something new each week rather than relying on standard bakery items. # Product The ad showcases Crumbl's Celebration Cake Cookie, a soft sugar cookie topped with a swirl of white frosting and colorful sprinkles. The cookie is presented as a fun and indulgent treat, suitable for celebrations. The texture of the cookie and frosting is emphasized through close-up shots, making it visually appealing. The ad highlights the cookie's classic flavors with a playful twist, appealing to those seeking a nostalgic treat with a modern touch. The 'Classics Menu' text suggests that this cookie is a part of a rotating selection of fan-favorite flavors. # Visual style The ad has a bright and playful aesthetic with a focus on showcasing the product in a visually appealing way. The editing style is simple, with static shots and smooth transitions. The production quality is polished, creating a commercial feel. The pacing is consistent throughout the ad. The bright pink background and colorful sprinkles create a fun and inviting tone. # Hooks Text overlay: 00:00–00:01 CLASSICS MENU Visual: 00:00–00:01: The shot shows a close-up view of a round cookie topped with a swirl of white frosting and colorful sprinkles. The cookie is held in two hands with lavender nail polish against a bright pink background. The camera is stationary and focused on the cookie. The lighting is bright and even, highlighting the texture of the cookie and frosting. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Celebration Cake Cookie: Perfect for celebrations. - Soft sugar cookie: A nostalgic treat with a modern touch. # Benefits - Fun treat - Indulgent - Classic flavors # Features - Celebration Cake Cookie - Soft sugar cookie - White frosting - Colorful sprinkles # Call to action Order Today! # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and encouraging viewers to order. # Storyline - 00:00–00:01 The text 'Classics Menu' is displayed over a close-up shot of colorful sprinkles. - 00:01–00:02 The text 'Celebration Cake Cookie' is displayed over a bright pink background. - 00:02–00:04 A close-up shot of the Celebration Cake Cookie shows the texture of the cookie and frosting. - 00:04–00:05 A pair of hands breaks the cookie in half, showing the soft interior. - 00:05–00:09 A stack of Celebration Cake Cookies is shown with a pink sign that reads 'Order Today!'.

# Ad summary This ad features a woman making a beaded embroidery of a pink Crumbl cookie as a gift for her friend, who loves Crumbl cookies. # Brand positioning Crumbl Cookies is a popular nationwide bakery chain known for its weekly rotating menu of gourmet cookies. The brand emphasizes novelty and indulgence, often releasing limited-edition flavors that generate social media buzz. The brand aligns with a fun, shareable lifestyle, encouraging customers to try new flavors and post their experiences online. While traditional bakeries focus on a consistent menu of classic treats, Crumbl disrupts the market by offering a sense of discovery and excitement with its constantly changing options. The brand is functional as it offers a convenient way to purchase high-quality cookies, but it is primarily emotional, offering joy, novelty, and a sense of community to its customers. # Product The ad features a pink sugar cookie, the “classic pink sugar” from Crumbl Cookies. The cookie is depicted as a round, soft-baked cookie with a bright pink frosting, suggesting a sweet and indulgent taste. The ad positions the cookie as a well-loved and familiar flavor, making it a perfect choice for gifting. The cookie’s appeal stems from its simple yet satisfying flavor profile and its connection to fond memories and shared experiences. # Visual style The ad has a polished UGC feel, with natural lighting and minimal editing. The editing style uses quick cuts to show the different items needed and the process of making the embroidery. The pacing is consistent, with a moderate number of cuts per minute. The ad’s cuts, text, and product actions are timed to the music and voiceover, which is upbeat and enthusiastic. # Hooks Spoken: 00:00–00:03 One of my best friend's birthday is coming up and she's absolutely obsessed with Crumbl, so what else would I do than make her a Crumbl cookie bag charm. Visual: 00:00–00:03 The shot shows a woman with her hair in a bun and wearing glasses, sitting at a table wearing a striped sweater. On the table, there are supplies for beading along with a light pink Crumbl cookie box. # Funnel stage Top of funnel (Awareness) # Pain points Finding a unique and thoughtful gift for a friend who loves Crumbl cookies. # Value propositions - A custom Crumbl cookie bag charm is the perfect gift for Crumbl cookie lovers. - The beaded embroidery shows how much you care and can be made with your friend's favorite Crumbl cookie. # Benefits - The best gift - Personalized present - Thoughtful gift # Features - Pink sugar cookie flavor - Beaded embroidery # Call to action None used. # Social proof - "She's absolutely obsessed with Crumbl" – Female 1 (Customer) - "She's a classic pink sugar cookie girl, so that is what we're making today" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is from the perspective of a customer who is making a gift for her friend. # Storyline - 00:00–00:03 00:00–00:03 The creator is sitting at a table with beading supplies and a pink box. Her friend's birthday is coming up, and she loves Crumbl cookies, so she will be making her a cookie bag charm. The intention is to establish the gift-giving occasion and highlight the friend's affinity for Crumbl to explain her decision to make the charm. - 00:03–00:09 00:03–00:09 The ad shows a view of the cookie box with a cookie inside, along with the supplies needed to make the bag charm. The intention is to show viewers the different items that will be used to make the bag charm and the type of cookie it will resemble. - 00:09–00:12 00:09–00:12 The creator threads beads on a needle and then eats a bite of the cookie. This shows that she is in the process of making the embroidery for her friend while also snacking on the cookie she will be gifting. - 00:12–00:17 00:12–00:17 The creator states that even though she is a chocolate girl, it only feels right to snack on Crumbl while making the embroidery. She then states it is her first time doing beaded embroidery but it feels perfect for her friend, so she had to give it a try. The intention is to show that the friendship makes her want to venture out of her comfort zone and try a new activity, linking the joy of gifting to the brand. - 00:17–00:23 00:17–00:23 The creator shows her progress with the embroidery and then uses scissors to cut the excess fabric. This is intended to show the process of how the charm is coming together. - 00:23–00:27 00:23–00:27 The creator shows off the finished beaded embroidery with the Crumbl cookie. She states that it is the best gift she has ever given. This highlights the emotional bond and care put into the gift, aligning it with the positive associations of Crumbl.

# Ad summary This ad features a visually appealing display of cookies against a pink background, emphasizing their texture and appearance. # Brand positioning This ad presents a brand that specializes in cookies, positioning itself as a provider of visually appealing and delicious treats. The brand emphasizes the cookies' texture and appearance, suggesting a focus on quality and indulgence. The use of a bright, solid background color and the arrangement of the cookies in a floating, dynamic composition implies a modern and playful approach, potentially targeting consumers who appreciate aesthetically pleasing food experiences. # Product The product featured is a cookie, characterized by its golden-brown color, slightly irregular shape, and visible texture. The cookie appears to have a crisp edge with a softer, slightly chewy center, embedded with white chocolate chips. The surface is sprinkled with what appears to be coarse sea salt, adding a visual and flavor contrast. The cookies are presented in a floating arrangement against a solid pink background, emphasizing their individual characteristics and making them the focal point of the ad. The overall presentation suggests a focus on the cookie's visual appeal and the promise of a delightful taste experience. # Visual style The ad features a clean, modern aesthetic with a focus on product presentation. The use of a solid, bright background color and the floating arrangement of the cookies creates a visually striking and playful composition. The lighting is soft and even, highlighting the cookies' texture and creating a warm, inviting feel. The overall style is highly polished and studio-shot, emphasizing the product's visual appeal. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The combination of crisp edges, chewy center, white chocolate chips, and sea salt offers a complex and satisfying flavor profile. - The cookies' visual appeal and texture suggest a high-quality, indulgent treat. # Benefits - Visually appealing texture - Homemade or artisanal quality - Delightful taste experience # Features - Golden-brown color - Slightly irregular shape - Crisp edge with a softer, slightly chewy center - White chocolate chips - Sprinkling of coarse sea salt # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the cookies in an appealing way, highlighting their features and creating a positive impression of the brand. # Storyline - The ad opens with a visually striking arrangement of cookies floating against a pink background. This is intended to immediately capture the viewer's attention and create a sense of visual appeal, told from the brand's perspective. - The cookies are displayed in a way that highlights their texture, color, and ingredients. This aims to showcase the product's quality and make it look appetizing, told from the brand's perspective. - The overall composition and color scheme create a modern and playful aesthetic. This is designed to appeal to a target audience that appreciates visually pleasing food experiences, told from the brand's perspective.

# Ad summary This ad features a male and female creator reviewing the new flavors of cookies from Crumbl. They try each flavor and give their honest feedback and state which one is their favorite. # Brand positioning Crumbl is presented as a brand that offers a variety of fresh, gourmet cookies delivered in a signature pink box. The brand emphasizes the experience of sharing desserts with family and friends, as implied by the text on the box, "Bringing family and friends together over the best desserts in the world." Unlike competitors who may offer standard flavors, Crumbl positions itself as a provider of unique and changing flavors, catering to those seeking variety and novelty in their dessert choices. The ad promotes an emotional connection to the brand by highlighting the joy of sharing and discovering new treats together. # Product The product being advertised is a selection of gourmet cookies from Crumbl. Each cookie flavor has distinct ingredients and visual appeal, as showcased in the box: The first is covered in fruity cereal. The second cookie has white frosting with small rainbow marshmallows on top. The third is a Key lime pie cookie. The fourth is an Andy's mint chocolate brownie cookie. The fifth is a sugar cookie with white frosting and green sprinkles. And the sixth cookie is a classic chocolate chip cookie. They emphasize that each is fresh and perfect for sharing with friends and family. # Visual style The ad has a casual and friendly visual style, with natural lighting and a home setting to create a relatable feel. The editing style is conversational, with a mix of static shots and quick cuts to maintain viewer engagement and the transitions between shots are smooth and seamless. The pace is consistent, and the cuts are timed to the music to enhance the viewing experience. # Hooks Spoken: A long week of exams, so I had to do what I had to do and order some Crumbl. Visual: 00:00–00:03: The shot is at a high angle looking up at a light-skinned male with short brown hair wearing black glasses and a black button-up shirt. He is inside a home that has white walls and a staircase in the background. # Funnel stage Consideration # Pain points The pain point that the ad addresses is the need for a treat after a stressful event, such as a long week of exams, as highlighted by the male creator's statement, "A long week of exams, so I had to do what I had to do and order some Crumbl." # Value propositions - Classic semi-sweet chocolate chunk cookie is like a white t-shirt and jeans # Benefits - Lovely care package # Features - Crumbl cookies - Fruity cereal cookie - Mellow cream cookie - Key lime pie cookie - Andy's green mint brownie cookie - St. Patrick's Day celebration cake cookie - Classic semi-sweet chocolate chunk cookie # Call to action Let me know which one is your favorite # Social proof - The male and female creators provide feedback on the cookies by sharing that they taste good. # Point of view - Customer 100% – The ad is told from the POV of the customers reviewing the product. # Storyline - 00:00–00:05 The male creator begins the video by walking toward the camera and letting the audience know he had a long week of exams and needed to order Crumbl. - 00:05–00:07 00:05–00:07: The video cuts to the box being dropped off at the front door, showcasing the ease of delivery. - 00:07–00:13 00:07–00:13: The male creator walks toward a woman sitting at the table and places the box of cookies on the table. He opens the box of cookies, which showcases all of the flavors that they will be trying. - 00:13–00:28 00:13–00:28: The male creator showcases each cookie in the box and states the name of the flavor. The woman and male creator cheers their cookies and take their first bite of the fruity cereal cookie. - 00:28–00:49 00:28–00:49: They try the mellow cream cookie and the key lime pie cookie. The male creator states that the key lime pie cookie wasn't for him, but the woman said it was her favorite. - 00:54–01:02 00:54–01:02: They try the Andy's mint brownie cookie and give it a big thumbs up. - 01:13–01:36 01:13–01:36: They try the St. Patrick's Day cake cookie and share that you can't go wrong with it. - 01:36–01:39 01:36–01:39: They try the chocolate chip cookie. - 01:39–01:55 01:39–01:55: The female creator shares that the key lime pie cookie is her favorite. - 01:57–02:15 01:57–02:15: The male creator shares that the cereal cookie was his favorite and the St. Patrick's Day cookie was his runner-up. He ends the video by telling the audience to order Crumbl and let him know what their favorite cookie is.

# Ad summary This image ad promotes a cookie with frosting and sprinkles. The ad has a bright pink background with colorful design elements. The text, "Classic Menu" is included in the image. # Brand positioning This ad does not provide much information about the brand or its market position, as it is focused on a product-centric promotion. However, the fun background and sprinkle-covered cookie suggest the brand is playful, youthful, and focused on providing enjoyable treats. # Product This ad showcases a frosted cookie topped with colorful sprinkles. The cookie itself is a pale yellow color, slightly textured, and round. Atop the cookie is a thick layer of white frosting, swirled in a circular pattern. The frosting is speckled with small, brightly colored sprinkles. The overall impression is a visually appealing and indulgent sweet treat. # Visual style The ad features a vibrant and playful aesthetic, characterized by a bright pink background filled with colorful geometric shapes. The cookie is prominently displayed with its frosting and sprinkles. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Cookie - Frosting - Sprinkles # Call to action None used. # Social proof - None used # Point of view - Brand: The ad shows the cookie in an appealing way, highlighting the colors and textures of the cookie. The pink background is intended to grab the viewer's attention. # Storyline - The ad showcases the cookie and the pink background. This is likely intended to convey a sense of fun and the brand's identity through the visual and the text, "Classic Menu."

# Ad summary This ad promotes Crumbl's new Easter Crumbl Bundls and shows a woman celebrating with her children. The ad highlights the convenience and festive nature of the bundles, emphasizing the variety of flavors and Easter-themed packaging. It also includes the pre-order dates and fulfillment start date. # Brand positioning Crumbl is positioned as a modern and family-friendly bakery that prioritizes both taste and convenience. The brand aligns with the values of celebration, sharing, and creating special moments with loved ones. Crumbl differentiates itself by offering unique and seasonal bundles, providing a variety of flavors in a single purchase. This contrasts with traditional bakeries that may require customers to plan and prepare multiple desserts themselves. Crumbl's positioning is both functional, by offering easy hosting solutions, and emotional, by associating the brand with festive celebrations and family bonding. # Product The featured product is Crumbl's new Easter Crumbl Bundls, a collection of cookies designed for Easter celebrations. These bundles come in large or mini twelve packs, offering a variety of flavors. Each bundle includes four flavors and three cute Easter toppers, along with an Easter-themed box and sticker. The bundles are designed to be an easy way to host gatherings without the need to plan a bunch of different desserts. These bundles are available for pre-order from March 23rd through 29th, with fulfillment starting March 30th. The ad encourages viewers to consider the bundle for their Easter plans, emphasizing it as a fun way to celebrate. Flavors visible in the ad include strawberry, carrot cake, lemon, and speckled. # Visual style The ad has a bright and cheerful aesthetic. It incorporates natural lighting to enhance the homey feel. The video uses quick cuts and smooth transitions, providing a polished look that balances a UGC feel with commercial quality. The visual motifs include recurring shots of the pink Crumbl boxes and Easter-themed decorations. The pacing is consistent throughout, maintaining a cheerful tone. # Hooks Spoken: Female 1: Crumbl just launched their new Easter Crumbl Bundles, so I decided to celebrate with my kids. Text overlay: NEW EASTER CRUMBL BUNDLS!! / Crumbl just launched their new Easter Crumbl Bundls Visual: 00:00–00:02: The shot features a light-skinned woman with curly hair standing between two young, dark-skinned children in a brightly lit room with wood-paneled walls. All three are smiling and waving. They are positioned behind a table covered with a pink and white checkered tablecloth. On the table are multiple pink Crumbl boxes, bowls of colorful candies, plastic Easter eggs, and a white ceramic bunny. On-screen text reads 'NEW EASTER CRUMBL BUNDLS!!' and below that, 'Crumbl just launched their new Easter Crumbl Bundls'. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of planning and preparing multiple desserts for Easter celebrations, which can be time-consuming and stressful. # Value propositions - Convenience: Makes hosting easy and stress-free by providing a variety of desserts in one bundle. - Celebratory: Enhances the Easter experience with festive packaging and themed toppers. # Benefits - Easy way to host without planning different desserts - Festive presentation - Fun way to celebrate Easter # Features - Large or mini twelve packs available - Four flavors per bundle - Three cute Easter toppers included - Easter-themed box and sticker # Call to action None used. # Social proof - “Mmm, yummy” – Female 2 (Child) # Point of view - Customer 100% – The entire ad is narrated from the perspective of a customer sharing her experience with the product, highlighting its benefits and festive appeal. # Storyline - 00:00–00:02 The ad opens with a shot of the creator with her two kids in front of a table with Easter decorations and Crumbl boxes. - 00:00–00:03 The creator states that Crumbl just launched their new Easter Crumbl Bundles, and because of this, she decided to celebrate with her kids. - 00:03–00:07 The ad transitions to a shot of a decorated table with an open Crumbl Bundles box. - 00:03–00:06 The creator tells the audience that she set up a little Easter spread with decorations and baskets. - 00:06–00:11 The next shot displays the Easter Bundles box. - 00:06–00:11 The creator highlights the convenience of these bundles by stating they make it easy to host without needing to plan various desserts. - 00:11–00:14 The ad transitions to displaying the different cookies included in the Easter Bundles. - 00:11–00:15 The creator mentions that each bundle includes four flavors and three cute Easter toppers. - 00:14–00:17 A boy is seen enjoying a cookie from the Easter Bundles. - 00:15–00:18 The creator continues sharing that the themed box and sticker make the bundles feel extra festive. - 00:18–00:21 The ad continues with a shot of the creator and her kids enjoying the cookies. - 00:18–00:21 The creator jokingly comments on how quickly the cookies disappeared. - 00:21–00:24 The ad displays another shot of the bundles. - 00:22–00:25 The creator wraps up by sharing the pre-order dates and fulfillment start date. - 00:25–00:29 The creator shares that this is a fun way to celebrate Easter if you are planning on anything.

# Ad summary This ad promotes Crumbl Cookies and their new menu update. The ad features a man standing outside of a Crumbl store, talking about the new menu update and the classic flavors that will be available every week. He also mentions that the menu team has been working hard on new innovations and that 2026 is going to be their biggest year yet. He encourages viewers to plan ahead for their go-tos and visit Crumbl this week. # Brand positioning Crumbl Cookies is presented as a modern and innovative bakery chain that specializes in cookies. The brand emphasizes its commitment to offering a variety of flavors, including classic options and rotating weekly specials. Crumbl positions itself as a forward-thinking company, with a focus on menu innovation and future growth. The brand aims to create excitement and anticipation around its offerings, encouraging customers to plan ahead and visit their stores regularly. The brand's tone is enthusiastic and inviting, aligning with a fun and indulgent lifestyle. # Product Crumbl Cookies offers a variety of cookies with both classic and rotating weekly flavors. The classic menu consists of six fan-favorite cookies that are available every week. The rotating weekly flavors provide customers with new and exciting options to try. The cookies are made with new innovations from the menu team, promising a unique and delicious experience. The ad encourages viewers to plan ahead for their go-to flavors, suggesting that the cookies are worth anticipating and enjoying regularly. # Visual style The ad has a bright and cheerful aesthetic, with a mix of outdoor and indoor shots. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace. The production quality is polished, giving it a commercial feel. The visual motifs include close-ups of cookies and shots of the Crumbl store, emphasizing the brand and its products. The pacing is moderate, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:03: This is our biggest Crumbl menu update yet. Text overlay: This is our / biggest Crumbl / menu / update yet. Visual: 00:00–00:03: A man stands outside a Crumbl store with a pink logo. He is wearing a brown jacket and white shirt. The store has large windows with cookie designs. The camera is at a low angle, looking up at the man and the store. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Consistent availability of classic flavors - Regular introduction of new and innovative flavors - High-quality cookies made with care # Benefits - Variety of cookie options - New and exciting flavors to try - Unique and delicious experience # Features - Classic flavors available every week - Rotating weekly flavors - New innovations from the menu team # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered by a man who appears to be an employee or representative of Crumbl Cookies, promoting the brand's new menu update and encouraging viewers to visit their stores. # Storyline - 00:00–00:03 The ad begins with a man standing outside a Crumbl store, introducing the brand's biggest menu update yet. - 00:03–00:07 He explains that Crumbl will be offering classic flavors that will be available every single week. - 00:07–00:11 The ad transitions to a shot of various cookies, highlighting that the classic menu consists of six of their fan favorites. - 00:11–00:14 The man reassures viewers that rotating weekly flavors are here to stay. - 00:14–00:18 The ad shows the menu team working hard on new innovations. - 00:18–00:22 The man states that 2026 is going to be their biggest year yet. - 00:22–00:25 He encourages viewers to plan ahead for their go-tos and visit Crumbl this week.

# Ad summary This image ad features a single cookie with pink frosting, set against a pink background with cartoon star accents. A rounded rectangle reads “Classic Menu”. The ad seems designed to capture attention with a bright, playful aesthetic. # Brand positioning Based on the visuals, this brand seems to occupy a space that balances nostalgia with modern appeal. The brand cultivates a playful and inviting tone, aiming to evoke feelings of warmth and indulgence. The brand distances itself from overly serious or health-focused competitors. The brand likely prioritizes emotional connection and enjoyment over functional claims, positioning itself as a treat-focused option within the dessert category. # Product The product featured is a freshly baked cookie, topped with a generous layer of smooth, light pink frosting. The cookie base appears to be a pale golden color with a slightly rough, textured surface. The frosting has a glossy finish, suggesting a rich, creamy texture. The ad focuses on the visual appeal of the cookie, emphasizing its delicious appearance and classic dessert qualities. # Visual style The ad uses a bright, cartoonish style. The image quality is high-resolution. The image treatment features vivid colors, a clean layout, and soft lighting. This design is scannable and attention-grabbing in a social media feed. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Classic Menu # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image reflects the brand's point of view by emphasizing the visual appeal and core features of the product, with a focus on creating a mouthwatering, inviting impression. # Storyline - The ad showcases a close-up of the cookie, presenting it as the central focus. This aims to immediately capture the viewer's attention and highlight the product's visual appeal, told from the brand's perspective. - A "Classic Menu" badge appears near the cookie, suggesting that this particular cookie is a staple offering. The brand is directly labeling this cookie as a classic item, intended to create a sense of familiarity and comfort. - The playful background with cartoon star accents enhances the overall visual appeal, aiming to create a sense of fun and excitement. The brand aims to create a playful and inviting experience around the cookie.

# Ad summary This ad for Crumbl Cookies promotes their 'Thin Thursdays' offering, featuring a stack of thin cookies against a pink background. # Brand positioning Crumbl is presented as a modern, innovative cookie brand that offers a unique twist on classic treats. The brand is positioned as a purveyor of fun, weekly-themed cookie experiences, as highlighted by the 'Thin Thursdays' promotion. This suggests a playful approach to baking, where customers can anticipate a different, lighter cookie option each Thursday. The brand aims to occupy a space in the consumer's mind as a source of weekly indulgence and novelty, pushing against the norm of traditional, everyday cookies. # Product The product being advertised is a thin version of Crumbl's cookies, available every Thursday. These cookies appear to be crispy and golden-brown, stacked high to showcase their thin profile. The ad emphasizes the 'Thin Thursdays' theme, suggesting a lighter, crispier alternative to Crumbl's regular, thicker cookies. The product is likely targeted towards customers looking for a less indulgent or different texture experience. The ad aims to entice viewers to try these special cookies, highlighting their availability on a specific day of the week. # Visual style The ad features a clean and minimalist visual style with a focus on the product. The production quality appears to be high, with well-lit and detailed imagery. The use of a solid pink background and simple typography creates a modern and playful aesthetic. The overall style is designed to be eye-catching and easily scannable in a social media feed. # Hooks Headline: Thin Thursdays™ # Funnel stage Awareness # Pain points None used. # Value propositions - The value proposition is the availability of thin cookies every Thursday, offering a unique and lighter alternative to regular cookies. # Benefits - Get thin cookies every Thursday! # Features - thin cookies # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand name, product description, and promotional text are all presented from the brand's point of view, informing the audience about the product and its availability. # Storyline - The ad opens with the brand name 'crumbl' at the top, immediately establishing the source of the product. This is from the brand's perspective, setting the stage for what's to come. - Next, the ad introduces the concept of 'Thin Thursdays™' in bold text, followed by the statement 'Get thin cookies every Thursday!' This is the brand communicating its weekly promotion, informing the audience about the specific offering and its availability. - Finally, the ad showcases a visually appealing stack of thin cookies, emphasizing the product's appearance and texture. This is from the brand's perspective, aiming to entice the viewer with the product's visual appeal and highlight its unique thinness.

# Ad summary A UGC-style ad featuring a young woman promoting Crumbl Cookie's reward program. She explains that Crumbl Rewards members who are silver tier or higher get a free birthday reward. She prompts users to head to the app to redeem their birthday reward and enjoy a cookie on their birthday. # Brand positioning Crumbl Cookies is a dessert brand that focuses on bringing friends and family together over the best desserts. The brand aims to create moments of joy and connection through its cookies. This ad uses a rewards program as a benefit to purchase and increase loyalty. The brand positions itself as modern and technologically savvy by encouraging app usage and digital rewards redemption. # Product The featured product is the Crumbl Rewards program, offering benefits such as a free single cookie on the user's birthday for silver tier members and above. The program is accessible via the Crumbl app. To redeem, the user must head to the Crumbl app and redeem their birthday reward to order ahead or showing an associate in-store. It offers a seamless, technology-driven experience for cookie enthusiasts. # Visual style The ad has a casual, UGC-style aesthetic. It features medium shots and static shots, with a pacing that aligns with the natural speech of the creator. The color grading appears natural, and the overall production quality suggests a smartphone-shot video. The editing is straightforward with simple cuts, creating an authentic feel. # Hooks Spoken: 00:00–00:02: If you're a Crumbl Rewards member, you get a free birthday reward if you are a silver tier or higher. Text overlay: FREE Crumbl on your birthday? Say less 🥳 / Crumbl Rewards member Visual: 00:00–00:02: A young woman with auburn hair, wearing a denim jacket, stands outdoors in front of a building, holding a pink Crumbl box and looking directly at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is missing out on a free birthday treat. The ad aims to address the feeling of missing a free birthday reward. # Value propositions - A free Crumbl cookie on your birthday as a Crumbl Rewards member (silver tier or higher), is a tangible benefit tied to customer loyalty and app usage. - Convenient access to rewards and easy redemption options (ordering ahead or showing the reward in-store), enhance the overall customer experience and convenience. # Benefits - Free dessert on your birthday - Convenient redemption via the app - Flexible options for redemption (order ahead or in-store) # Features - Free single cookie - Crumbl Rewards program - Silver tier or higher - Redeemable on the app - Order ahead or in-store redemption # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a young female customer, sharing her personal experience with the Crumbl Rewards program. # Storyline - 00:00–00:02 The creator introduces the topic of free Crumbl cookies on your birthday. - 00:02–00:10 The creator shares the requirement to be a Crumbl Rewards member, showcasing a screenshot of the Crumbl app. - 00:10–00:12 The creator states users can redeem by ordering ahead or showing an associate in store. - 00:12–00:17 The creator happily reveals their own birthday cookie and eats it, reinforcing the benefit. - 00:17–00:24 The creator reminds viewers to sign up to Crumbl's Rewards program on the app. - 00:24–00:25 The creator takes another bite of the cookie, reminding the viewer of the cookie they can get for free.

# Ad summary This ad showcases Crumbl Cookies' rotating menu, highlighting a variety of flavors from rich chocolate to fruity options. It emphasizes the limited-time availability of each week's lineup and encourages viewers to order today. # Brand positioning Crumbl Cookies is presented as a brand that offers a wide variety of unique and indulgent cookies with a rotating menu that changes weekly. The brand aims to occupy a space in the consumer's mind as a provider of exciting and diverse cookie flavors, catering to a broad range of tastes. The brand promotes a sense of novelty and urgency, encouraging customers to try the latest offerings before they disappear. The brand positioning is both functional, offering a variety of flavors, and emotional, creating excitement and anticipation around their weekly menu changes. By rotating their menu, Crumbl Cookies pushes against the norm of offering a static selection, creating a sense of exclusivity and encouraging repeat purchases. # Product Crumbl Cookies offers a rotating menu of gourmet cookies with a variety of flavors. The cookies are large, visually appealing, and topped with various ingredients such as chocolate, fruit, frosting, and nuts. The product is for anyone who enjoys trying new and unique cookie flavors. The ad highlights the variety of flavors available, from "rich chocolaty indulgence" to "fruity favorites," emphasizing that there is "something for everyone." The unique selling proposition is the rotating menu, which creates a sense of urgency and encourages customers to try the latest flavors before they are gone. The ad addresses the purchase barrier of boredom by offering a constantly changing selection of cookies. The ad tells the viewer that these cookies are worth trying because of their variety, novelty, and limited-time availability. # Visual style The ad has a polished and vibrant aesthetic, with bright, solid color backgrounds and even lighting. The editing style features quick cuts to showcase the variety of cookies. The production quality is high-end, creating an appealing and professional look. The pacing is fast, with cuts timed to the music, creating a sense of excitement and urgency. # Hooks Spoken: 00:00–00:05 From rich chocolaty indulgence, to fruity favorites, and everything in between, Visual: 00:00–00:02 Close-up shot of a chocolate cookie being split open by two hands with manicured nails. The cookie has a gooey chocolate and peanut butter filling. The background is a solid tan color. The lighting is bright and even, highlighting the texture and richness of the cookie. The camera is stationary, focusing on the action of splitting the cookie. / 00:02–00:03 Close-up shot of a chocolate cheesecake being drizzled with chocolate sauce. The cheesecake is surrounded by other cheesecakes with whipped cream toppings. The background is a solid tan color. The lighting is bright and even, highlighting the texture and richness of the cheesecake. The camera is stationary, focusing on the action of drizzling the sauce. / 00:03–00:04 Close-up shot of a cookie topped with apple slices and caramel drizzle, being split open by two hands with manicured nails. The background is a solid yellow color. The lighting is bright and even, highlighting the fresh ingredients. The camera is stationary, focusing on the action of splitting the cookie. / 00:04–00:05 Top-down shot of a cookie with a white frosting border and a raspberry filling topped with whipped cream. The background is a solid pink color. The lighting is bright and even, highlighting the vibrant colors. The camera is stationary, focusing on the visual contrast of the cookie. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that customers may experience boredom with the same old cookie flavors. The rotating menu addresses this by offering a constantly changing selection, as highlighted by the line: "Crumbl's rotating menu has something for everyone." # Value propositions - Rotating menu: Offers a constantly changing selection of cookies, keeping the experience fresh and exciting. - Variety of flavors: Caters to a broad range of tastes, ensuring there is something for every customer. # Benefits - Something for everyone - Taste this week's lineup before it's gone # Features - Rotating menu - Variety of flavors # Call to action Order today! # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing its products and encouraging viewers to order. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close-up shot of a chocolate cookie being split open, revealing a gooey filling. This is intended to immediately grab the viewer's attention and create a sense of indulgence. The perspective is from a neutral observer, showcasing the cookie's texture and richness. The tone is decadent and inviting. - 00:02–00:03 00:02–00:03 The scene transitions to a chocolate cheesecake being drizzled with chocolate sauce. This continues the theme of rich, chocolatey desserts. The perspective is from a neutral observer, focusing on the visual appeal of the dessert. The tone remains indulgent and luxurious. - 00:03–00:04 00:03–00:04 The ad shifts to a cookie topped with apple slices and caramel drizzle. This introduces a fruity alternative to the chocolate desserts. The perspective is from a neutral observer, highlighting the variety of toppings. The tone is fresh and appealing. - 00:04–00:05 00:04–00:05 The scene changes to a cookie with a white frosting border and a raspberry filling topped with whipped cream. This continues to showcase the variety of flavors and toppings. The perspective is from a neutral observer, emphasizing the visual contrast and appeal. The tone is sweet and inviting. - 00:05–00:06 00:05–00:06 The ad shows a chocolate cookie with white frosting and a decorative swirl. This continues to highlight the diverse range of cookie designs. The perspective is from a neutral observer, focusing on the artistic presentation of the cookie. The tone is playful and creative. - 00:06–00:07 00:06–00:07 The ad presents a pink circular display with various cookies arranged around a Crumbl Cookies box. This emphasizes the brand and the variety of cookies available. The perspective is from a neutral observer, showcasing the brand's identity and product range. The tone is organized and appealing. - 00:07–00:14 00:07–00:14 The ad continues to display various cookies with different toppings and designs, reinforcing the message that Crumbl Cookies has something for everyone. The perspective is from a neutral observer, highlighting the visual appeal and variety of the cookies. The tone is enticing and persuasive.

# Ad summary This ad promotes Crumbl Cookies. It features a static shot of a table covered with a variety of Crumbl cookies, with text overlays advertising the brand and product. # Brand positioning Crumbl is a bakery franchise specializing in gourmet cookies with a rotating weekly menu. The brand positions itself as a purveyor of indulgent and diverse sweet treats. It emphasizes variety, novelty, and quality. The brand aligns with a fun, modern lifestyle and caters to those seeking unique and shareable dessert experiences. The brand's focus on weekly limited menus pushes against the norm of standard, always-available offerings, creating a sense of excitement and anticipation. # Product Crumbl Cookies offers a weekly rotating menu of gourmet cookies available for purchase in-store, for delivery, or via catering. Each cookie features unique flavors, toppings, and designs, presented in Crumbl's signature pink box. The cookies are positioned as shareable treats perfect for any occasion and offer a variety of familiar and innovative flavors. The ad highlights the constantly changing menu as a unique selling point, which removes the purchase barrier of consumers getting bored of the same options. # Visual style The ad has a clean, bright, and polished aesthetic, characteristic of commercial food photography. The editing style features static shots and smooth transitions. The production quality is high-end, creating a mouthwatering and visually appealing presentation. The pacing is slow, allowing the viewer to take in each individual cookie. The visual cuts are not timed to the music. # Hooks Text overlay: 00:00–00:03: CHECK OUT THIS WEEK'S MENU! Visual: 00:00–00:03: Overhead static shot of a pink table covered with about 25 different Crumbl cookies. Each cookie has a unique design, flavor and topping. A pink rectangle in the middle of the screen displays the text "CHECK OUT THIS WEEK'S MENU!". The lighting is bright and even. # Funnel stage Top of funnel (Awareness) # Pain points The pain point addressed is the desire for variety and novelty in the dessert experience. Consumers want to try different flavors and treats, and avoid the boredom of the same old options. # Value propositions - Weekly rotating menu keeps options new and interesting - "All the sweet treats you love in one place" # Benefits - All the sweet treats you love in one place # Features - Weekly rotating menu # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented as promotional content from the brand's perspective, showcasing their product and logo. # Storyline - 00:00–00:03 00:00–00:03: A static shot of a pink table covered with a variety of Crumbl cookies is shown. The purpose is to showcase the variety of the brand and grab the attention of the viewer. - 00:03–00:08 00:03–00:08: The video zooms out slowly, displaying all of the various Crumbl cookies. This continues to show the variety of offerings at Crumbl. - 00:08–00:10 00:08–00:10: A Crumbl Cookies logo is shown on a pink background. The intention is to display the brand's logo.

# Ad summary This ad for Crumbl Cookies uses a flat lay style to showcase a variety of cookies and promote the brand's rewards program. # Brand positioning Crumbl is presented as a modern and playful dessert brand that offers a wide variety of cookies. The brand is positioned as a fun and rewarding experience, encouraging customers to engage with their app for exclusive perks. The use of a bright pink background and a clean, sans-serif font contributes to a youthful and energetic brand identity. Crumbl aims to occupy the space of a trendy and accessible treat, appealing to those who enjoy variety and convenience in their dessert choices. # Product The ad features a variety of Crumbl cookies, each with unique toppings and designs. These include cookies topped with frosting and lime slices, cookies with a dollop of white cream, cookies with meringue and toasted toppings, and cookies topped with strawberry jam. The cookies are arranged in a visually appealing flat lay, showcasing the variety and craftsmanship of Crumbl's offerings. The pink Crumbl box is also featured, reinforcing brand recognition. The ad promotes the Crumbl app, encouraging users to earn rewards, suggesting that the product is not just about the cookies themselves, but also about the overall experience and loyalty benefits. # Visual style The ad has a clean and modern visual style, characterized by a bright pink background, a flat lay arrangement of cookies, and a simple sans-serif font. The production quality is high, with even lighting and attention to detail. The overall aesthetic is playful and inviting, designed to appeal to a younger audience. # Hooks Headline: Free Desserts # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Free Desserts # Benefits - Earn Rewards in the Crumbl App # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and promoting the rewards program. # Storyline - The ad opens with the Crumbl logo and the text "Free Desserts," immediately grabbing attention with the promise of a valuable offer. This is told from the brand's perspective, aiming to entice viewers with the potential for free treats. - The ad then showcases a variety of Crumbl cookies in a flat lay arrangement, highlighting the diversity and visual appeal of the product. This is presented from the brand's perspective, emphasizing the quality and variety of their offerings. - Finally, the ad features a callout to "Earn Rewards in the Crumbl App," encouraging viewers to download and engage with the brand's loyalty program. This is told from the brand's perspective, promoting the benefits of using their app and fostering customer loyalty.

# Ad summary This ad showcases Crumbl's cookie thins only available on Thursdays. It features a hand holding up a cookie while rotating it to show it's thinness. # Brand positioning Crumbl is presented as a popular destination for high-quality, indulgent cookies, with a focus on creating excitement through limited-time offerings and unique twists on classic treats. The brand positions itself as innovative and playful, exemplified by introducing a 'thin' version of its signature cookies, available exclusively on Thursdays, creating a sense of anticipation and encouraging repeat visits. This strategy deviates from traditional cookie norms by offering a constantly rotating menu and time-sensitive products, reinforcing the brand's commitment to novelty and freshness. # Product The featured product is Crumbl's 'Cookie Thins,' a thinner version of their regular cookies, available exclusively on 'Thin Thursdays™.' The ad emphasizes the cookie's thin profile by rotating it to show its reduced thickness compared to its diameter, highlighting this as a unique selling point. The cookie is a traditional chocolate chip cookie. The ad also subtly addresses a potential purchase barrier by implying that those who are more health conscious can enjoy a thinner cookie. # Visual style The ad has a bright and clean aesthetic. The editing is simple with static shots and smooth transitions. The production quality appears to be a hybrid, blending elements of a UGC feel with a polished commercial look. The pacing is slow, with only a few cuts throughout the ad. # Hooks Spoken: 00:00–00:03 Wait... Crumbl has Cookie Thins? Text overlay: 00:00–00:07 Wait... Crumbl has Cookie Thins? Visual: 00:00–00:03 A hand holds a round cookie in front of a Crumbl store. The store has a beige facade and a pink sign that reads "crumbl" in black font. The cookie is held up and rotated so it can be seen from the side and it is very thin. A black car is parked to the left, and the sky is bright blue. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that some customers may be health-conscious and want to indulge in cookies with less guilt. This is signaled by the focus on the product being "thin," # Value propositions - Cookie Thins, available every Thin Thursdays™ # Benefits - Thinner cookies # Features - Cookie Thins - Available every Thin Thursdays™ # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer discovering the product. # Storyline - 00:00–00:02 The ad opens with a person holding a Crumbl cookie in front of the store. - 00:00–00:03 The cookie is rotated to show that it is thin. The question is asked "Wait... Crumbl has Cookie Thins?" - 00:03–00:07 The Cookie is again rotated to show it's thinness. - 00:03–00:07 Text is added stating "Here every Thin Thursdays™"

# Ad summary This ad promotes Crumbl's Easter Bundls desserts. The ad features various dessert items with bright colors and Easter-themed decorations. The ad highlights that Crumbl makes Easter effortless. # Brand positioning Crumbl is presented as a modern and fun dessert provider, specializing in cookies and other baked goods. The brand seems to cater to a wide audience, providing options for both large and small gatherings with items that appeal to consumers looking for visually appealing treats that fit a specific holiday theme. Crumbl positions itself as a convenient solution for effortless holidays. # Product The ad showcases Crumbl's Easter Bundls, which include a variety of desserts designed for the Easter holiday. These Bundls come in both large and mini sizes, featuring an assortment of decorated cookies and desserts with festive Easter embellishments. The desserts include carrot cake, cookies, and strawberry tarts, all decorated with Easter themed bunny and chick decorations. The overall visual appeal and convenience of the product are intended to make holiday entertaining effortless. # Visual style The ad has a bright and colorful aesthetic with a whimsical, Easter-themed visual style. The production quality appears polished with clear, well-lit shots and smooth transitions. The pacing is quick, with cuts timed to the music. The overall feel is upbeat and cheerful. # Hooks Text overlay: 00:00–00:01: EASTER BUNDLS Visual: 00:00–00:01: A two-layer carrot cake sits on a pink plate against a mossy green backdrop with small white and pink flowers. The words “EASTER BUNDLS” appear in white text above the cake. The camera is stationary and focuses on the dessert. # Funnel stage Awareness # Pain points The ad implies that preparing desserts for Easter can be stressful and time-consuming. The text overlay emphasizes that with Crumbl, you can “Make Easter effortless with Crumbl! # Value propositions - The Crumbl Easter Bundls are a one-stop solution, providing everything needed for Easter desserts. - The Crumbl Easter Bundls make Easter effortless, streamlining holiday dessert preparations. # Benefits - Everything you need for dessert - Make Easter effortless # Features - Easter Bundls - Large Desserts - Mini Desserts # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad conveys the official voice of the brand through visuals and text overlays. # Storyline - 00:00–00:01 The ad opens with a view of Crumbl's Easter Bundls. - 00:01–00:02 Text overlay highlights that the brand offers everything you need for dessert. - 00:02–00:03 The ad highlights large desserts in festive packaging. - 00:05–00:06 The ad shows mini desserts that are also available. - 00:08–00:11 The ad displays close ups of dessert being prepared. - 00:11–00:12 Text overlay states that Crumbl can make Easter effortless. - 00:13–00:16 The ad closes with the Crumbl logo.