How do you disrupt Valentine’s Day and create a moment that builds brand love?

By tapping into a dreaded experience for our target audience.

Insomnia Cookies
Break Up Box

Insomnia Cookies will break up with your partner so you don’t have to.

We discovered that the Tuesday before Valentine’s Day is a popular day for breakups so much so that it’s often called Red Tuesday, so we leaned into “breakup season” and created the first-of-its-kind menu item, the breakup box. The “It’s Not Me, It’s You” pack was a very unserious way for Insomniacs to end things, since warm cookies are of course better than a cold heart.

We generated 263.3M media impressions, totaling 102 total placements across print/online and broadcast outlets.