The #DeweysDuet campaign harks back to the deep-voiced country crooner’s roots in Winston-Salem, less than two miles from the historic bakery. Dewey’s Bakery opened its doors in 1930 and quickly amassed a following for its unique treats that reflect Southern hospitality.
In 2006, Krispy Kreme alum Scott Livengood acquired Dewey’s, expanding its capabilities and growing the business across multiple channels, including Dewey’s branded cookies, owned retail bakeries, ecommerce and contract manufacturing. In 2020, investment funding from Livengood, Eurazeo and newly-appointed CEO Mike Senackerib further boosted Dewey’s trajectory.
“When deciding what direction we wanted to take and who we wanted to be a part of our journey, Cooper was an obvious choice,” said Ellen Howse, CMO of Dewey’s Bakery.
“As we work to expand the brand and appeal to the masses, we knew Cooper would be the perfect conduit to do so. Cooper represents a hometown Winston-Salem charm with his incredible musical talent and personal love of Dewey’s cookies.”
Alan has been tasked to spotlight Dewey’s ‘extraordinarily thin and remarkably flavourful’ cookie portfolio that is rapidly gaining traction across the UK.
However, the big boost is to reach Alan’s 10 million fanbase on platforms such as TikTok (7.4 million). As the master of mashup tunes and unexpected riffs – including songs such as New Normal, Tough Ones and First Rodeo – the country singer encourages fans to duet an original ‘Dewey’s sound’ while snacking on the bakery’s cookies that come in surprisingly bold flavours: Meyer Lemon, Triple Ginger, Brownie Crisp and Peanut Butter, among others.
Share a bit of my childhood
“Growing up in Winston-Salem, Dewey’s Bakery was always at the centre of our community,” said Alan.
“I remember going to the bakery at Thruway Shopping Centre to pick up their delicious cakes and cookies with my family for every special occasion, from birthdays to graduations and more. It’s incredible to see just how much this small-town bakery has grown since my childhood.
“It’s even more exciting to now represent Dewey’s and its cookies on a national stage, and to be able to share a bit of my childhood with the country.”
Besides Cooper Alan, Dewey’s is taking its social media campaign further by working with a set of micro-creators to leverage the duet function. The Winston-Salem bakery prides itself on using clean ingredients inspired by its heritage, and the micro-creators are tapping into their culinary prowess to encourage their diverse audiences to indulge in Dewey’s.
The #deweysduet campaign launched on social media earlier this month, in line with Dewey’s expanded distribution, and will activate through the remainder of the year using paid amplification, organic UGC and earned media.