Mrs. Fields seeks the ultimate recipe to mark 30th birthday

In celebration of Mrs. Fields' 30th anniversary, Mrs. Fields and iVillage are enlisting the help of customers and fans to create and launch the next Mrs. Fields cookie through a national promotion.

In celebration of Mrs. Fields' 30th anniversary, Mrs. Fields and iVillage are enlisting the help of customers and fans to create and launch the next Mrs. Fields cookie through a national promotion.

"We expect to create great excitement across America, including the 25 largest markets where Mrs. Fields stores are primarily located," said Leslie Snavely, brand director at Mrs. Fields.

Idea: In trying to embrace Debbie Fields' entrepreneurial spirit when she founded the company 30 years ago, Mrs. Fields is engaging America's bakers to help develop the "30th Anniversary Cookie," a promotion that will hit Mrs. Fields stores nationwide and MrsFields.com just in time for the busy 2007 holiday season.

Tools: The company will place a Mrs. Fields baking blog and newsletters with coupons on iVillage.com's Home & Food Channel. Mrs. Fields will also place promotional materials in product boxes in 400 Mrs. Fields stores nationwide, as well as with cookies ordered through MrsFields.com. Tasting events at Mrs. Fields stores and NBC properties will also follow. The five finalist cookies will be produced and sampled across the US, with each finalist receiving a year's supply of Mrs. Fields cookies. The grand-prize winner will receive a new GE Profile-provided kitchen.

Measurement: Success will be measured based on how many people enter the contest, vote on finalists, and attend tasting events, as well as Web site hits and page views on both iVillage's and Mrs. Fields' Web sites, media impressions generated, and cookie sales.

Company:  Mrs. Fields
Campaign:  Search for the 30th Anniversary Cookie
PR team:  Lime Public Relations & Promotion
Other marketing:  Web site, in-store promotions
Launch:  April 9
Budget:  Undisclosed

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