Great American Cookies and Marble Slab Creamery are introducing a new cohesive brand vision and co-brand experience, bringing the fresh-baked cookies and homemade ice cream iconic concepts together in one destination. The first store featuring the integrated branding recently opened in Columbia, SC, with curbside pick-up and delivery currently being offered due to the coronavirus pandemic.
The co-brand experience was crafted with storytelling and a heighted sense of “food theater” in mind. Parent company Global Franchise Group (GFG), partnered with nationally recognized brand consultancy and creative agency Sterling-Rice Group (SRG) to conceptualize it.
“We have created a cohesive, complimentary and unbelievably unique vision for our Great American Cookies and Marble Slab Creamery co-brand locations,” says Jenn Johnston, chief brand officer and president of franchise operations at GFG. “While incredibly popular and distinctive on their own, we know these two legacy brands are irresistible coupled together. The experience is completely integrated from the moment you step in the door, to when you take your first bite. This is monumental and game changing in our industry – we are taking co-branding to the next level.”
Among the sweet treats offered are Create Your Own Cookie Shakes, Ice Cream Double Doozies, and Cookie and Cheesecake Brownie Sundaes. The “Unlimited Mix-Ins” Marble Slab Creamery is known for has been reimagined to “Free Mix-Ins” and the customization Great American Cookies is known for now extends to all cakes and cookies.
“Sweet marks the spot where imagination has no limits for the new Great American Cookies and Marble Slab Creamery identity,” says Annica Conrad, executive vice president of brand marketing for Global Franchise Group. “We have imagined a space and experience that encourages connection, celebration and permissible indulgence. Each brand’s products naturally elevate when combined creating a delicious product innovation platform to attract customers and to drive unit profitability.”