WINSTON-SALEM, NC — Clean-label cookie manufacturer Dewey’s Bakery has announced a partnership with Cooper Alan, a TikTok star and upcoming country musician.
Dewey’s, which has been operating since 1930, incorporates Southern flavors and traditions into its treats and crackers. As a strategy to grow Dewey’s national retail appeal, Alan, who grew up less than two miles from the bakery, is helping highlight the brand’s cookie portfolio.
“When deciding what direction, we wanted to take Dewey’s, and who we wanted to be a part of our journey, Cooper was an obvious choice,” said Ellen Howse, chief marketing officer 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 musical talent and personal love of Dewey’s cookies.”
In collaborating with Alan and his fan base, Dewey’s looks to build on its regional heritage and local fanbase in the Carolinas. With a plan to incorporate the duet feature on TikTok to use mashup hits to encourage fans to duet the original sound created for the partnership while snacking. The partnership launches alongside a social media campaign based around Alan’s roots of growing up in Winston-Salem, N.C.
“Growing up in Winston-Salem, Dewey’s Bakery was always at the center of our community,” Alan said. “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.”
Alongside Alan, Dewey’s is also working with select micro influencers. The campaign is launching on social media this month, in line with Dewey’s expanded distribution nationwide.
