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Lunch & Learn Webinar: Sweet Victory – The Story Behind Insomnia Cookies’ Classics Best-in-Show Win
About this event
Carmichael Lynch Relate 2025 Classics Best-in-Show Award Program
Carmichael Lynch Relate struck gold at the 2025 Minnesota PRSA Classics, earning Best of Show for its bold Valentine’s Day campaign with Insomnia Cookies: “Insomnia Cookies Broke Up with Your Partners so You Didn’t Have To.” Each year, dessert brands compete for a coveted place in gift baskets and date-night plans around February 14. The challenge for Insomnia Cookies was clear: how do you stand out during one of the most saturated marketing moments of the year—and build lasting brand love?
The team unearthed a timely cultural truth: nearly half (45%) of people break up around Valentine’s Day. Embracing Insomnia’s irreverent personality, the solution was a twist on the holiday cliché—“break up boxes” that did the hard work for you. Each 12-pack of cookies came with playful breakup messages like “It’s not you, it’s me” and “You’re sweet, but not my taste.” The concept quickly captured attention. The internet buzzed, the story spread widely and the limited-edition boxes flew off shelves, cementing Insomnia Cookies as a brand unafraid to flip expectations.
Learn more about the strategies behind this year’s Classics Best of Show winner—and why breaking up never tasted so sweet.
Speakers:
Eddie Ravert
Eddie is a VP, Integrated Media Strategist at Carmichael Lynch Relate. In his role, Eddie drives the connection between content creation and production through to promotion by collaborating, leading and managing teams of media relations experts, social media specialists, producers and creative directors. He has served as lead media relations strategist, celeb partnerships and talent management, thought leadership strategist and podcast, video and content producer for a variety of clients.
Taylor Campbell
Taylor is a Senior Account Executive at Carmichael Lynch Relate. She has developed a deep passion for media relations. By managing both national and regional media relationships across multiple industries, such as food & beverage, tourism and nonprofit, she consistently breaks through the clutter to position brands like Insomnia Cookies as the go-to business in its sector.
Date & Time:
Wednesday, Nov. 12, 2025
12:00 – 1:00 p.m. CT
Location:
Webinar via Zoom
Access information will be provided prior to the event
Registration:
Members and students: Free
Non-members: $20
Videoconference information will be provided in an email once payment is received.
Event Contact(s)
Eva Keiser
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