Cookie brands are in abundance. Some of them have a real point of difference. Some have a true heritage and link to tradition. But very few have both. Archway is one, yet it is a brand that suffered from simply doing too little for too long to maintain its relevant connection to the ever-evolving consumer.

But upon deep inspection, the brand owns a unique emotion linkage to homestyle recipes, tradition and a multi-sensory experience that proved almost universal to a broad consumer profile. To unlock a revitalized relationship we partnered with Snyder’s-Lance and created an emotive brand redesign, fresh packaging language, a more immersive product visual and a new package form. Moving heritage brands from THEN to NOW brings huge opportunities so long as you leverage the right insights and shed the right baggage.