Thelma’s began in 2011 with a simple idea: make delicious treats using Great-Grandma Thelma’s snickerdoodle recipe then share them with the world. But first, the mother-and-son team needed a brand that conveyed homemade goodness.
Teaming with Thelma’s to build an attention-grabbing brand from scratch included carefully crafting the name, developing the brand identity, designing award-winning packaging, and constructing a marketing strategy around a timeless brand promise: JOY.
SWEET RESULTS
Today, you’ll find Thelma’s delicious treats in more than 2,000 stores from Minnesota to Texas. Even if you’re 1,000 miles from home, the ice cream sandwiches still taste like a handmade treat from grandma’s house. Thelma would be proud.
AWARD-WINNING PACKAGE DESIGN:
CREATING AN ICONIC DELIVERY BOX
The cookie delivery box would be many customers’ first introduction to the brand. So with a limited budget, the custom box design needed to make a big impression while doubling as a brand icon — reinforcing the notion that Thelma’s tasty cookies were served straight from the oven just the way people like ‘em. In addition to garnering awards and international recognition, the oven box design not only promises hot treats but also warms hearts with every delivery.
PRODUCT DEVELOPMENT:
MAKING ICE CREAM COOL AGAIN
It’s a pretty simple equation: Premium ice cream smushed between two Thelma’s cookies = the best thing ever. Introducing this perfect handmade treat to the market through a comprehensive creative identity and tactical marketing execution helped expand the product line and give fans of the brand even more ways to enjoy their new favorite cookies.
BRAND ACTIVATION:
BRINGING THE TREATS IN A BIG WAY
It’s funny — once you taste Thelma’s treats, you will come back for another and another and another and… well, you get the picture. So with many loyal customers, how do you recruit more? By bringing unique brand activation stations — like this sweet mobile treat trailer – to festivals and community events. Fans can’t get enough of Thelma’s, so you’ll usually find them on the lookout for Thelma's ice cream trailer at any local event.
RETAIL PARTNERSHIPS:
SEALING SOME SWEET DEALS
Thelma’s has come a long way from grandma’s kitchen. Through creative brand development and strategic implementation, Thelma’s secured deals with major retailers like Target, Hy-Vee, H.E.B., Kroger and more across 31 states.
