Marketing: Sweet Loren’s Leans into Cheeky Humor in First Masterbrand Campaign

Sweet Loren’s Indulges in Family-Friendly Swearing at First Bite

Gluten-free cookie dough brand Sweet Loren’s has partnered with creative agency Cutwater to launch its first masterbrand campaign, “You’ll Swear By Them,” a cheeky 30-second spot that flips familiar curse-word acronyms on their head to showcase consumers’ delight at that first bite.

The euphoric reactions are playfully imagined as STFU (Shut the Fresh Up), WTF (What the Flavor) and GTFO (Get the Fudge Out). The campaign, which reflects Sweet Loren’s commitment to younger audiences through digital-first storytelling, includes CTV, paid social and digital display.

“Nearly 77% of households purchase refrigerated dough products. For our inaugural masterbrand initiative, we wanted to build brand awareness by communicating how there doesn’t need to be a compromise between tasting good and feeling good,” said Tracy Garbowski, SVP of marketing at Sweet Loren’s, in a statement. “Sweet Loren’s extensive lineup of irresistible flavors and delights is crafted with an unbelievably delicious taste as well as simple, wholesome ingredients.”

The campaign builds on the momentum of the brand’s viral TikTok moment, in which junior staff member Ryan Weitz accidentally renamed Sweet Loren’s account as “Ryan” for a whole week. The incident resulted in over 3 million views, 11,000 new followers and a 277% sales lift.

Cleveland Kitchen Unveils New Look

Fermented foods purveyor Cleveland Kitchen has launched a full brand refresh across its portfolio of krauts, kimchi, pickles and pickled veggies.

The revamped packaging features a front-of-pack “Gut Happy” callout, live probiotic counts listed on the label, ingredient-forward visuals and “fresh with benefits” messaging aimed at making gut health approachable. Cleveland Kitchen’s fresh ferments are available in over 15,000 stores nationwide.

“Today’s consumer wants more from their food – more benefits, more integrity, more intention. Fresh-fermented foods aren’t niche anymore – they’re driving value across the store. This refresh makes our promise unmistakable at shelf: gut-healthy, craveable vegetables that connect freshness, function and flavor,” said Drew Anderson, co-founder of Cleveland Kitchen, in a press release.

Kraft Mac & Cheese Claims It’s The ‘Best Thing Ever’

Kraft Mac & Cheese has debuted a new creative platform, Best Thing Ever, seeking to prove that “nothing compares” to its product and “unrivaled legacy.” The brand claims it sells one million boxes every day.

The new creative platform is anchored by comedian and actor John Mulaney and features more than 70 assets designed to intersect with cultural moments, places and conversations. Each ad compares Kraft Mac & Cheese to things like sports, the holidays, travel and friends, with the comfort food always coming out on top.

“We wanted to lean into our cultural status and create a platform that not only reinforces our brand promise of deliciousness, ease and affordability, but also makes our fans feel seen. The inaugural creative is just the beginning of Best Thing Ever,” said Cheryl Barbee, communications director of Kraft Mac & Cheese, in a statement.

Maruchan Celebrates Holidays With Ramen Cottage Party

Just in time for the holiday season, Maruchan is launching its Ramen Cottage Party, a six-week activation that includes complimentary 6-ounce servings of Maruchan GOLD ramen in Spicy Tonkotsu, Spicy Miso and Soy Sauce flavors, holiday installations and festive photo zones.

The pop-up event, which runs Fridays through Sundays until Dec. 21, will also include a themed shop with limited edition merch, including branded bowls and blanket/slipper sets.

Joyride Teams With Target on “Wheel of Doom”

Better-for-you candy maker Joyride partnered with Target on a Wheel of Doom Mystery Box inspired by YouTuber Ryan Trahan’s “50 States in 50 Days” series. Each box features a mystery “doom” card featuring limited edition designs from the series, plus one of four Joyride Sour Strips flavors.

The brand has undergone quite the transformation since leaning into creator culture with its relaunch in 2024, which saw Trahan join the brand as an investor, part owner and chief creative officer. By leveraging his audience of 21.8 million YouTube followers, the candy maker has successfully cracked the code on maintaining marketplace momentum as a creator-backed brand.