Company: Focus Brands
Campaign: Cinnabon Cupcake launch
PR Team: Internal and The Rogers Group
Launch: January-March 2010
Objective: Cinnabon wanted to launch a new cupcake product by original Cinnabon creator Jerilyn Brusseau, as well as celebrate the retailer's 25th anniversary.
“Retail and mall traffic have been a challenge in the past few years,” said Jennifer Dempsey, senior PR director at Cinnabon parent Focus Brands. “We want to augment the idea of being a baked-good ...