Sesame Street Final-edits_Page_32.jpg — **Sesame street**

COOKIE MONSTER COOKIE STAND

An interactive cookie sale competition in partnership with King Arthur Flour that teaches children the value of philanthropy while launching the Yellow Feather Fund. This campaign proposal for Sesame street’s 50 year anniversary was developed for Sesame Workshop in collaboration with Marry Warren and Jessica Kim.

Role: Conducted creative sessions, prepared solution grid, brand and recipe research, acted as team mediator, developed client presentation content, illustrated storyboard, created prototypes and visual mockups.

Fun Fact! Our biggest hurdle in this proposal was promoting negative eating habits to children! We spent two weeks baking different recipes until we found a balanced compromise which reduced the amount of sugar and dairy but maintained the traditional look and delicious flavor associated with chocolate chip cookies.

Featured in the 2017 Parsons School of Design BBA symposium

experience

Our goal for this project is to educate the public about Sesame Street’s social impacts by leveraging the celebration of the 50th anniversary. Cookie Monster’s Cookie Stand is an interactive bake sale competition that teaches children the value of raising money for charity. The proceeds from all sales support the Yellow Feather Fund and educate the public about the organization’s positive impact.

Episode

The cookie sale competition would be introduced through an episode where Big Bird would teach the Cookie Monster how to bake chocolate chip cookies, sell the cookies, and then collect the money from the sales to give to the YFF. This would give Big Bird an opportunity to explain the function of the YFF to the audience.

Competition Launch

After the episode premiere, schools would be prompted to participate in the cookie sale competition.

Cookie Mix

The Cookie Monster Cookie Mix would be the recipe outlet for the competition

Purchase Options

It would available to be purchased online, bought in stores or distributed in schools directly.

Co-baking

Parents would then bake cookies with their children -

Bake Sale Kit

And download the bake sale kit (at home or through schools)

Table Set Up

These materials would be used to set up the bake sale stand, and allow children to personalize the decoration of the table

Bake Sale

Using the lemonade stand model, children would be able to sell individually, in clusters or with their classroom

Fund Collection

Boxes would be provided in the bake sale kit, to easily collect funds

Prize Announcement

Following the sale, the winner would be announced

Documented Trip

They would win a documented all expense paid trip.

Sesame Studios/World

Choosing sesame studios or sesame world as a destination, and meeting their favorite muppets.

Our biggest obstacle with this proposal was propagating unhealthy eating habits through the the consumption of cookies. Despite their popularity, this is a common problem bake sales face. We solved this issue by developing multiple iterations of healthy chocolate chip cookie recipes. We were able to compromise on the amount of sugar, the type of sugar, the flour, while keeping the materials accessible and the cookie delicious!

Partnership & Outlets

To bring this idea to life, we propose a partnership with King Arthur Flour. King Arthur Flour is one of the earliest flour brands in America and their values strongly align with Sesame Street’s. They are a 100% employee owned B Corporation that values the environment, their employees, products, and community. All of their flour is made of U.S. grown wheat and packaged sustainably with no chemical additives.

The factors taken into consideration for proposing these outlets where accessibility in terms of cost and distribution, and how the delivery would affect the consistency of the recipe. As part of the partnership, our distribution channels include online stores, schools, and the 5,000 grocery stores already selling King Arthur products.

PROMOTION

We designed the bake sale kit as a fun set of props that children would use to decorate their tables. It includes a table banner, posters, and stickers. These items would be available for download and printed at schools or at home.

Our social media strategy includes a hashtag, which would be featured in the stickers, posters and table cloths. This QR code would re-direct participants to a limited time cookie monster snapchat filter. To build on the hype, a Buzzfeed Tasty video of Cookie Monster making his healthy chocolate chip cookies would be released on Facebook, Twitter and Instagram with a closing message from the YFF. Following the social media campaign, we would also like to feature the recipe book and cooking tutorial on Late Night with Jimmy Fallon, with a guest appearance from the cookie monster.

The campaign would begin with the episode premiere, then announce the competition at schools, deploying the bake sales, announcing the winner, and ending with the release of the recipe book.