Baking Buzz into a Beloved Food Brand
Levain Bakery’s cookies are legendary—but as the brand scaled beyond its New York roots, it needed a partner who could ensure its story resonated nationally. Since launching our partnership in 2023, The Brand Guild has delivered that and more, turning craveability into cultural capital. With over 8.4 billion media impressions secured to date, we’ve driven Levain’s evolution from cult-favorite to category standout—ensuring every product launch, founder story, and store opening lands with impact.
Our efforts have directly translated into bottom-line results, including an 18% lift in in-store holiday sales and a 27% increase in online revenue YOY–and we’re just getting started.
The Challenge
As Levain Bakery grew from NYC institution to national player, it faced a common challenge for cult brands: how to scale while staying true to what made it iconic. The goal was to amplify the brand without losing its warmth, soul, and small-batch feel—all while driving real business results.
Highlights
- 8.4B+ media impressions to date
- Major brand and product features, high-impact gift guides and seasonal roundups, from Food & Wine to Inc.
- Viral TikTok interview with the co-founders, adding dimension and relatability to the brand
- Managed regional rollouts for new bakeries across the country, drawing lines around the block for launch days and the most successful New York bakery opening in their 30 year history.
Our Strategy
To achieve this balance, The Brand Guild led a multi-pronged strategy rooted in product storytelling, founder-led thought leadership, and regional market momentum.
We positioned co-founders Pam Weekes and Connie McDonald as the heart of the brand, securing major profiles and engaging new audiences through modern channels like TikTok, where their candid, on-the-run interview resonated widely. We created a repeatable media drumbeat around seasonal launches, ensuring Levain stayed relevant year-round—and not just during the holidays.
Baking Buzz into a Beloved Food Brand
Baking Buzz into a Beloved Food Brand
