🎥The Perfect Brand Recipe – Creating a Cultural Phenomenon with Crumbl Cookie

How do you turn a single cookie shop into a billion-dollar brand? For Crumbl Co-Founder and CBO Sawyer Hemsley, it started with a pink box, a passion for branding, and a whole lot of social media.

In this fast-paced, energetic session from Summit, Sawyer breaks down how Crumbl baked its way into the hearts (and feeds) of millions—turning fan content, influencer collabs, and customer feedback into a viral, community-led movement.

Speaker: Sawyer Hemsley, Co-Founder & Chief Branding Officer, Crumbl

As the original store manager, delivery driver, and social media lead, Sawyer helped shape Crumbl from a college side hustle into one of the fastest-growing dessert brands in the world. Now as CBO, he leads Crumbl’s brand, creative, and marketing efforts—bringing cookies (and culture) to millions.

Key Takeaways:

• Influencer marketing fuels organic brand growth. Crumbl never paid for early influencer buzz—and still saw massive reach. (10:45)

• Brand partnerships can drive excitement and exclusivity. Learn how Crumbl partnered with Kylie Cosmetics, Dove, and the Kardashians—without big budgets. (18:30)

• Failed experiments can still spark brand buzz. Not every flavor hits, but bold risks (like the everything bagel cookie) earn attention. (24:05)

• Customer feedback powers real product decisions. Mini cookies, flavor votes, app features—Crumbl builds with its fans, not just for them. (27:40)

💡 Whether you're a solo marketer or leading a national brand, this session is full of practical insights on building connection and curiosity with your audience.