Sweet Loren's and Agency Cutwater Indulge in Family-Friendly Swearing at First Bite

There's a new standard and craving reshaping grocery aisles. Female-founded and health-conscious, refrigerated baked goods brand debuts major push on the masterbrand-level.

The U.S. bakery products market is projected to grow from ~$81.07 billion in 2025 to ~$112 billion by 2035.

Sweet Loren's, America's #1 natural refrigerated dough brand, has partnered with creative agency, Cutwater, to launch an integrated campaign.

The endeavor, entitled "You'll Swear by Them", marks the first-ever masterbrand campaign for Sweet Loren's–a significant milestone in the brand's rich history. The creative is driven by a bold, stylish 0:30-second film–featuring reactions of pure joy at the very first bites of the brand's signature offerings. The euphoria and bliss are playfully imagined as STFU ("Shut the Fresh Up"), WTF ("What the Flavor"), and GTFO ("Get the Fudge Out").

Production was spearheaded by Spears & Arrows, and the spot was directed by Niels La Croix. VFX, color, and finishing was executed by Nice Shoes. Audio, music, and sound design was handled by Swell Sound.

"Many people don't think cookies made with better ingredients can actually taste good, but in this case, they actually taste really f**king good," explains Cutwater Creative Director, Amy Su. "This category is typically full of more sweet and saccharin campaign approaches. We liked flipping that on its head. You think you're watching a typical cookie commercial, but then somebody drops the f-bomb. And, we're able to speak to how delicious they are with the taste cues we dubbed in through a way that feels more interesting and unexpected."

The work reflects a strong, ongoing commitment and adaptability to reaching younger audiences across digital and social. It comes on the heels of the viral and completely unstaged moment of a Sweet Loren's junior staff member, Ryan Weitz, accidentally renaming the brand's TikTok account as "Ryan" for a whole week. The buzz from the online community opened natural, honest conversations about mistakes everyone has made during their early careers as well as inspired impromptu giveaways / sweepstakes from Sweet Loren's to consumers named Ryan–resulting in over 3 million views, 11,000 news followers on TikTok, and a 277% sales lift.

According to Sweet Loren's Senior Vice President of Marketing, Tracy Garbowski, "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. Sweet Loren's extensive lineup of irresistible flavors and delights are crafted with an unbelievably delicious taste as well as simple, wholesome ingredients. Beyond the bites of overwhelming happiness, it was also important to us that we weren't afraid to embrace the candid, such as the stretch, ooze, and melt from the cookies along with the smeared, messy teeth. It's real, and it's delicious, just like our products."

The media strategy was led by Inmar and Catalina. The plan boasts a robust buy throughout CTV, paid social, and digital display. The efforts will also be complemented by influencer content.

Sweet Loren's ready-to-bake cookie dough, puff pastry, pizza crust, and more can be found across 30,000+ grocery stores.