The Last Crumb's story shows us that building a luxury brand in any industry isn't about having a shiny product it's more about how you craft your brand messaging to grow your business. You can find 100s of community discussions around their cookie drop because influencers posted they got the drop, and people discussed, “I also tried but bad luck,” meaning all that exclusivity and a time stamp on getting the cookies created discussions that helped them grow organically faster and better. The reason exclusive distribution strategies work is that they don’t just elevate the customer experience but also help to build the community and provoke internet discussions. Where selected customers on a waiting list get the chance to order the product and buy to enjoy the experience. The Last Crumb uses the principles of luxury management, where they turn cheap products into expensive, high-demand products through exclusive distribution strategies like lottery drops. They use a framework Nike uses to drop sneakers and create exclusivity around the product. The brand has thousands of people on its waiting lists for cookie drops due to its exclusivity. They are anticipating every drop! Using Nike’s Sneaker Drop Strategy In recent times, they have launched new-to-new styles of cookies with different names. With every cookie drop, they have new names shifting the perspective of buyers on how it will taste based on the name. Muffin Man” “50 Cent” (Birthday Cookie), “Stiffler’s Mom”, etc. With names like “What the F*ck Velvet”, “Not Today Mr. Product Naming: Cole worked on naming the cookies with the usage of clever words and messaging to visualize the cookies to the consumers. The next part Cole worked on, and he mentioned on a podcast that he wanted to visualize the cookies through words with the names of cookies. To give the customers that premium experience. Explaining the brand story, how orders are prepared, etc. The brand on average, hits the customer with more than 5-6 emails on your order. Product Packaging: The brand confirms that in the early days, they increased spending on making their boxes and cookie packs to ensure consumers love the unboxing experience.īefore I get into the next part, even though they claimed $0 marketing spend, I think they meant paid marketing.īecause they hired Cole Schafer, the founder of Hone圜opy, to help them with email marketing and copywriting.Įmail Marketing: Cole and the co-founder Derek worked on crafting an email marketing strategy. Here’s how they built a luxury experience with $0 marketing. How They Built a Luxury Experienceĭerek, in one of the interviews, said they hadn’t spent a dime on marketing. The co-founder, Derek Jaeger, knew from the beginning the need for marketing and building better customer experiences to scale the brand.ĭerek wanted to take the principles used by brands like Rolex, Nike, and others to anticipate their target customers to forget about the price and think about the experience of eating the cookies. But from the start, they decided to charge $12 per cookie and to sell a box of 12 cookies for $150. Matthew and his co-founder, from the beginning, knew that their cookies were delicate and highly delicious. Early Work on Building Customer Experiences We’re very excited to continue supporting and helping them build the Louis Vuitton of sweets.This is How Matthew Jung, the founder of The Last Crumb, built a luxury cookies brand with the help of clever marketing and consumer research. We’ve found an equally engaged group of investors who believe and share our vision and have the industry knowledge to take Last Crumb to new heights.”Įlectric Feel Ventures founder, Austin Rosen, added: “Last Crumb has taken one of the most common confectionery goods and turned it into a luxury brand. We committed to quality and experience and found a deeply loyal and fast-growing customer base that believes in what we do. 158K Followers, 346 Posts - Handmade cookies. Last Crumb CEO, Matthew Jung, stated: “Last year we sold our first box of cookies and brought to life our vision of creating the first luxury cookie brand. Last Crumb said that the brand has sourced the “finest ingredients,” leading to the testing of 100 different chocolates, dozens of flours, dried fruits, sea salts, vanillas and more to find the perfect components for its cookies. Launched in 2021, Last Crumb offers 12 core cookie flavours, such as The Madonna, a peanut butter cookie, and What’s Up, Doc, a carrot cookie with cream cheese frosting. The round was led by Electric Feel Ventures with participation from existing investors and new investors, including Chetrit Ventures, David Grutman, Andrew Rosen and Seema Bansal and Sunny Chadha. US-based cookie company, Last Crumb, has closed a $3 million seed funding round as it looks to strengthen its position in the luxury goods market.
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