Mother’s Cookies hosts monstrous fun in Frostology Lab
The brand’s interactive pop-up event celebrated its new Dynamite Dinosaurs treats.
Photos: Jenni Spinner
Parents often tell their children not to play with their food. During a recent event hosted by Ferrero-owned Mother’s Cookies, that rule went out the window, and children were invited to have fun with the brand’s latest release at the Frostology Lab.
The interactive pop-ups—hosted in Chicago, New York City, and Washington, DC over the weekend of July 18‒20—centered around Mother’s new Dynamite Dinosaurs frosted animal cookies. The events each featured a room full of activities geared toward diminutive consumers. Each of the stations encouraged kids and their adult companions to get creative, engage in friendly competition, and explore their wild sides.
Rachna Patel, VP of distinctive brands marketing for cookies with Ferrero, stopped by the Chicago Frostology Lab to chat with Snack Food & Wholesale Bakery. Her work puts her in charge of Mother’s Cookies, as well as brands like Famous Amos and Murray Sugar Free. Mother’s has been around since 1914, and one of Patel’s duties is helping make sure the portfolio keeps things lively after being around for more than a century.
“It’s important to understand who the consumer is—that’s how you stay fresh at the end of the day,” she says. “Our consumer is 'Fun Mom,' and what she cares about is that she’s creating moments for kids to be kids—there’s so much happening with soccer practice, and afterschool activities and all that.”
To that end, Patel says, Mother’s Cookies aims to engage Fun Mom, her brood, and kids of all ages with a delicious sense of fun. The products are colorful, made in a variety of playful animal shapes, and come in packages that encourage sharing with friends and family, as well as taking them on the go to all those activities. The brand team also offers interactive ideas on the Mother’s Cookies website, inspiring innovative ideas centered around kid-friendly crafts, recipes, and other whimsy.
The latest Mother’s product, Dynamite Dinosaurs, offers cookie consumers a new flavor—it’s the first chocolate cookie in the line—prehistoric creature shapes, and a tie-in to the new blockbuster Jurassic World: Rebirth.
“Dynamite Dinosaurs for us was a really big launch,” Patel states. “Dinosaurs are something that’s appealing to all ages. Then, what’s also exciting about this item is it’s our first new flavor—vanilla is iconic, but what kid doesn’t love chocolate?”
The Frostology Lab activation continued the dino-themed fun with an immersive experience that cast visitors as cookie paleontologists. Upon entering, visitors donned a kid-sized lab coat and wandered through the various stations:
- Frosted Fossil Frenzy: kids got 30 seconds to dig through foam “sprinkles” that had erupted from a miniature volcano—whichever competitor ended up finding the most fossils won a special prize
- Dino-Rama: a cutout of a Jeep, like the vehicles featured in the Jurassic Park movies, welcomed visitors to pose and snap shots to share with friends
- Pteranodon Valley: here, participants got to color paper models of their favorite dinosaurs, fold them into 3D shapes, and take them home
- Eggsplorer Mission: this feature included dinosaur eggs for visitors to crack open and see what was inside the shell
- Frostology wall: visitors got to express their creativity by coloring in a giant book with puff paint “frosting”
Then, each visitor, small or tall, got to take home samples of the Dynamite Dinosaur cookies, and a custom activity book to continue the fun at home.
“The Frostology Lab is every kid’s dream come true,” Patel says. “It’s really about unlocking kids’ creativity and giving them different types of fun activities to be engaged.”
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