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Mary Macleod’s Shortbread

What Cookie Are You Today?



Mary Macleod’s Shortbread, a gourmet cookie shop located in Downtown Toronto, wanted to increase brand awareness, expand their mailing list while adhering to new CASL guidelines, and boost online sales both in Toronto and across Canada.


BTI developed, designed and helped promote and manage an online personality quiz contest which, when entered, offered customers online discounts and a chance to win a grand prize. Participants were asked a series of mood and personality based questions and were then assigned a Mary Macleod’s shortbread flavour based on their answers.


Utilizing online, in-store and on-site event promotion, the contest achieved over 20,000 entries, with 33% of participants entering multiple times, and 20% referring their friends. Email subscription was increased by 35%, and online sales were increased through coupon redemption. The campaign was also recognized by the Summit International Awards with a Platinum award.