The Cookie Box: Grand Opening 2020

Our Assignment:

In 2017, Brazillian couple Rod and Gabi sold their gelato shop in their hometown of São Paulo and moved to Perth, where they opened The Cookie Box.

The pair spent two years of selling artisan rustic cookies and building up their business online, at local markets and at their inner-city Perth shop.

At the end of 2019. they were ready for the next challenge and made the decision to re-locate and open up in Melbourne.

Rod and Gabi re-opened The Cookie Box in February 2020 on Chapel Street in Windsor and FireWorks PR & Events jumped on board to run a sampling and PR campaign to help build the hype prior to the grand opening weekend.

In the weeks following the store opening, The Cookie Box introduced a delivery service in response to the COVID-19 food outlet restrictions. FireWorks PR & Events sent out a media release and handled media relations around this too.

Our Success:

FireWorks PR & Events drove an enormous amount of publicity outcomes for The Cookie Box both before and after the launch.
Most of the publicity took place in the week leading up to the launch, both on social media and online publications.
The hype surrounding the grand opening led to queues outside the store on both Saturday and Sunday, with the first 250 customers on each day receiving a free Classic cookie. Cookies were sold out by mid afternoon on both days.

Print:
Herald Sun – 29 Feb 2020

Online:
Gastrology Co – 7 Feb 2020
Time Out Melbourne – 10 Feb 2020
Broadsheet – 12 Feb 2020
Concrete Playground – 12 Feb 2020
Where to Melbourne – 13 Feb 2020
Kids for Dinner – 16 Feb 2020
Because we Can – 27 Feb 2020
Herald Sun (syndicated to: Daily Telegraph, NT News, The Mercury, The Advertiser, The Courier Mail, Geelong Advertiser) – 3 March 2020
Female.Com.Au – 3 March 2020
Weekend Notes – 23 March 2020
Broadsheet – 24 March 2020
The Urban List – 26 March 2020
3AW (Kate Stevenson) – 27 March 2020
Where to – 29 March 2020

Instagram Stories:
@ela_carte (Kate Stevenson) – 6 Feb 2020
@munchingmelbourne - 6 Feb 2020
@foodiemelbourne – 6 Feb 2020
@deadliftsanddoughnutss – 6 Feb 2020
@sarshie_alexandra (Time Out account manager) - 6 Feb 2020
@eatsofmelbourneaus - 6 Feb 2020
@saygs_ - 6 Feb 2020
@foodiemelbourne – 7 Feb 2020
@chapelprecinct – 7 Feb 2020
@achronicleofgastronomy – 7 Feb 2020
@twgoodtoresist – 7 Feb 2020
@2wofatgirls – 7 Feb 2020
@gastrology.co – 7 Feb 2020
@twofoodfriends – 7 Feb 2020
@foodie_or_fatty – 8 Feb 2020
@inbetweendesserts – 8 Feb 2020
@queenofthecheatmeal – 8 Feb 2020
@juliimare – 8 Feb 2020
@twgoodtoresist – 8 Feb 2020
@2wofatgirls – 9 Feb
@melbournelifestylist – 10 Feb 2020
@imhungrymax – 11 Feb 2020
@misssteph_eatdrinkplay – 12 Feb 2020
@morgs71 – 12 Feb 2020
@eat.today.diet.tomorrow – 12 Feb 2020
@ninifoodie – 12 Feb 2020
@morgs71 – 13 Feb 2020
@melbournejade – 13 Feb 2020
@dessertsmelbourne – 13 Feb 2020
@melbfoodbaby – 13 Feb 2020
@inbetweendesserts – 13 Feb 2020
@melbournejade – 14 Feb 2020
@inbetweendesserts – 14 Feb 2020
@howtwolive – 21 Feb 2020

Instagram Posts:
@eatsofmelbourneaus - 6 Feb 2020
@wendy_hargreaves – 7 Feb 2020
@achronicleofgastronomy – 7 Feb 2020
@foodiemelbourne – 8 Feb 2020
@gastrology.co – 9 Feb 2020
@deadliftsanddoughnutss – 10 Feb 2020
@melbournelifestylist – 10 Feb 2020
@foodie_or_fatty – 11 Feb 2020
@misssteph_eatdrinkplay – 12 Feb 2020
@juliimare – 12 Feb 2020
@eat.today.diet.tomorrow – 12 Feb 2020
@twofoodfriends – 12 Feb 2020
@ninifoodie – 12 Feb 2020
@timeoutmelbourne – 12 Feb 2020
@twogoodtoresist – 12 Feb 2020
@cheatmealsofmelbourne – 12 Feb 2020
@morgs71 – 13 Feb 2020
@inbetweendesserts – 13 Feb 2020
@chapelstreetprecinct – 13 Feb 2020
@munchingmelbourne – 13 Feb 2020
@wheretomelb – 13 Feb 2020
@melbournejade – 14 Feb 2020
@thebreakyrecce – 14 Feb 2020
@agreekable – 14 Feb 2020
@dessertsmelbourne – 14 Feb 2020
@2wofatgirls – 15 Feb 2020
@kidsfordinner – 16 Feb 2020
@dessertsofmelbourne – 17 Feb 2020
@juliimare – 25 March 2020
@urbanlistmelb – 26 March 2020
@achronicleofgastronomy – 27 March 2020
@melbfoodbaby – 28 March 2020
@eat.today.diet.tomorrow – 31 March 2020

Facebook Posts:
Wendy Hargraves – 7 Feb 2020
Time Out Melbourne – 10 Feb 2020
Broadsheet Melbourne – 12 Feb 2020
Concrete Playground – 12 Feb 2020
Cheat Meals of Melbourne – 12 Feb 2020
Where to Melbourne – 13 Feb 2020
Kids for Dinner – 16 Feb 2020
Griffiths Brothers Coffee – 24 Feb 2020
Because we Can – 27 Feb 2020

Twitter:
@timeoutmel – 10 Feb 2020

EDM:
Broadsheet Melbourne – 14 Feb 2020
How to Live – 28 Feb 2020
Broadsheet Melbourne – 25 March 2020

"We hired Fireworks to help us with the launch of our shop in Melbourne and they did a great job! We wanted everyone in Melbourne to know about us and that's exactly what happened. They organised a sample campaign so all the relevant media and influencers could taste our cookies and it was a great success. They were all talking about us and the grand opening. On the big day Kath and Marnie were here helping organising the line, talking to customers and taking care of our socials. It was awesome to have that support, so we could focus on the things we are good at, baking cookies! We are very happy with the outcome, definitely we will be working together again!" - Gabi & Rod, Owners at The Cookie Box