Trending This Week: Crumbl Cookies’ International Buzz

How a Rogue Pop-Up in Australia Turned Into a Global Marketing Opportunity for Crumbl Cookies

Why’s everyone talking about Crumbl Cookies? The beloved U.S.-based baked goods brand has captured global attention after two die-hard fans in Sydney, Australia, took matters into their own hands. These Crumbl enthusiasts decided to ship the brand’s famous cookies across the Pacific and set up an unauthorized pop-up, selling the sweet treats at a massive premium.

What went wrong? Customers were eager to get their hands on Crumbl’s famous cookies, willingly paying an eye-popping $17.50 per cookie. But excitement quickly turned to disappointment when they found out the cookies were stale after the long journey from the U.S. What was supposed to be a sweet treat turned into a letdown for dessert lovers, and social media lit up with complaints.

Crumbl’s Response? Instead of letting the situation crumble (pun intended), Crumbl took a smart approach. They decided not to pursue legal action against the rogue pop-up, choosing instead to turn the unexpected attention into a marketing win. The company announced plans for an official Crumbl pop-up in Australia, promising to deliver fresh cookies and a true Crumbl experience for their Australian fans. With this move, Crumbl not only saved face but also built excitement for their upcoming expansion.

What’s the takeaway? Crumbl Cookies has turned a potentially negative situation into a buzzworthy moment. It’s a great example of how a brand can use a PR hiccup to create even more excitement around its products, showing that with the right response, all’s well that ends well—even when the cookies aren’t.