Otherwise, why not simply visit your neighborhood bakery?Įach cookie is individually packaged in matte coated bags, featuring Last Crumb’s signature cookie names, such as “50 Cent” for its Birthday Cake Cookie, in addition to a unique serial number reflecting the batch of cookies in which it was baked. They built a memorable brand personality for Last Crumb that blends the ethos of the culinary world’s rebel-chef-storyteller, Anthony Bourdain, together with the braggadocio of The Most Interesting Man in the World.Īnd they identified and targeted several customer personas including luxury shoppers seeking high end status symbols, millennial scenesters desiring memorable social media share-worthy experiences, corporate gift-givers wanting an alternative to the typical wine and cheese baskets, and foodies who seek out only the best in every bite.Īs a luxury direct-to-consumer company, a memorable packaging experience is essential to Last Crumb’s success. These themes of rebelliousness, and of mastery, were the foundation for all aspects of the Last Crumb brand strategy as Truffl endeavored to elicit feelings of momentousness, humor, and elevation at each stage of the customer experience. It’s a war cry to individuals to lace up their boots, get their asses out the door and chase down their dreams with reckless abandonment, while never forgetting to make a bit of time, every once in a while, to kick back, smile, and enjoy a damn delicious and wildly handsome cookie. It is a delicious sugary challenge of sorts for folks to take life more seriously and themselves less so. Last Crumb is a Luxury Cookie Company offering Michelin-star quality cookies handmade in Los Angeles, packaged as luxury fashion items, and sold nationwide via limited-edition drops online.ĭeveloped by Truffl Branding Agency, Last Crumb’s brand stands for never accepting average in life. To learn more about how Rho can boost your business get in touch here. Rho fuels business growth by providing access to corporate cards, banking, AP and more all on a single fee-free platform. “With that said, we haven't even scratched the surface yet.” “Because you get this luxurious unboxing and ‘wow’ factor, you also get this experience that happens with you and the people you're with that is memorable and that you want over and over again,” explained Jung. The customer experience helps to develop the brand. Our cookies are handmade.” Unlike other DTC brands that outsource manufacturing or use a third-party logistics provider, Last Crumb is "unique in that we make our own product, we fulfill our own product and we're a direct-to-consumer brand.” This affords the company maximum control over the quality of cookies and the customer experience, so they can deliver the best every time. We don’t hire someone to use factory machines. “If I could hire 30 people today I would,” said Jung, “but you have to grow the team more precisely than that. Jung also explains the importance of being intentional with hiring and the development of new flavors. We don’t want to try to do everything and be good at nothing.” It’s easy to partner with everyone who calls and wants to collaborate, but then you can forget what you’re actually doing.
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Jung explains that, “As a team, we talk a lot internally about how to be successful we need to be super disciplined and focused. The company is also hyper-focused on their goals and doesn’t let themselves get directed off course. This targeted approach has helped generate customer loyalty and allowed the brand to provide more personalized and streamlined content. Instead of following the common advice to find your customers across every channel, Last Crumb has instead doubled down on just a few forms of media including Instagram, email, and, most recently, TikTok. “To date, Last Crumb hasn’t spent a dime on marketing,” said Jung. “Our waitlist is somewhere in the tens of thousands.”Īnd the viral word-of-mouth strategy is working. “We’ve increased the amount we spend on premium packaging and now sell out in less than 10 seconds each week,” said Jung. He notes that they were thinking about how luxury fashion companies box and sell their products while they were creating Last Crumb. Jung commented that, “Last Crumb provides an amazing product paired with a ridiculously unique customer experience,” from a packaging and brand perspective. The company wanted to create a different kind of cookie brand. Last Crumb started in August 2020 and has since sold hundreds of thousands of cookies through weekly drops. The company’s tagline - “cookies are so good that your grandmother will disown you” - says it all.
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