Little Brownie Bakers Ferrero USA

Ready to Explore

Integrated Campaign for the Girl Scout Product Sale

Sales Program Marketing

Engagement with a Cause

Little Brownie Bakers, part of the Ferrero Group, is a licensed baker of Girl Scout Cookies® and a longtime partner in the Girl Scout Cookie Program.

But the program is about much more than cookies. Each season gives Girl Scouts opportunities to build five essential skills—goal setting, decision making, money management, people skills, and business ethics—while generating proceeds that help support Girl Scout experiences in their local communities.

Every year brings a new opportunity to make that experience fresh, relevant, educational, and fun. For the 2027 cookie season, that opportunity was Ready to Explore.

SERVICES & CAPABILITIES

Marketing Strategy
Campaign Development
Creative Direction
Graphic Design
Illustration
Mascot and Character Development
Product and Reward Design
Copywriting
Photography
Animation
Presentation Development
Digital Asset Development with Customization
Print Production
Bilingual Campaign Resources

The Challenge

A Girl Scout Cookie season campaign has to do a lot.

It needs to excite Girl Scouts while giving adults the tools to support them. It needs to inspire creativity while providing a consistent visual system. And it has to translate across hundreds of applications—from rewards and order cards to training materials, videos, presentations, digital assets, and sales tools.

The Ready to Explore campaign also needed to work within a shared national Girl Scout campaign framework while giving Little Brownie Bakers a distinctive expression that could showcase its cookies, resources, expertise, and support.

The challenge was not simply to create a theme. It was to create an entire campaign world flexible enough to support the many ways Girl Scouts learn, set goals, connect with customers, and participate in the Cookie Program.

We wondered...

What if exploration could become more than the theme of the season?

What if it could inspire how Girl Scouts set goals, learn about their products, connect with customers, and discover what they are capable of achieving? What if one curious lop-eared rabbit could help bring that world to life?

The opportunity was to turn Ready to Explore into an experience that could extend across the entire program.

The Discovery

We started with curiosity.

After the lop-eared rabbit was selected as the campaign animal, we immersed ourselves in its world—researching its origins, habitat, behaviors, physical characteristics, and natural sense of curiosity. We even welcomed a lop-eared rabbit into the office, studying its movements, personality, and mannerisms firsthand. Those observations helped inform the development of the campaign mascot and the world around her.

But understanding the rabbit was only the beginning.

We researched trends in fashion, toys, colors, crafts, and self-expression for girls and teens. We explored how the idea of discovery could connect naturally to the five skills at the heart of the Girl Scout Cookie Program. And we considered how one visual system would need to flex across audiences, formats, products, languages, and hundreds of individual applications.

From illustration and typography to patterns, color systems, graphic elements, and product concepts, every piece was explored with both creativity and usability in mind.

The result was a campaign built to invite participation—not simply decorate a season.

The Solution

We developed the national Ready to Explore Girl Scout Product Program campaign, creating a complete visual and thematic system that included the lop-eared rabbit mascot, theme graphic, color palette, typography, patterns, illustrations, and supporting graphic elements.

Then we expanded that world for Little Brownie Bakers.

The mascot became Sally, named in honor of explorer Sally Ride, with her smaller companion Sprig joining the adventure. Together, they helped give the campaign a personality and storytelling platform that could move naturally from training and education to rewards, videos, activities, and sales materials.

Launch materials introduced the campaign to the Little Brownie Bakers sales team and councils through presentations, videos, and supporting resources.

Training and rally materials transformed the theme into hands-on experiences, with activities designed around goal setting, product knowledge, sales practice, customer engagement, and the five essential skills. Custom reward concepts extended the campaign into items Girl Scouts could work toward throughout the season, using themed graphics, patterns, personalization, and elements of self-expression. A comprehensive Rewards Guide gave councils the resources they needed to build reward programs for their Girl Scouts.

Print and digital sales materials brought the campaign directly into the selling experience. Order cards combined the Ready to Explore world with product education, goal setting, ordering information, and tools to help Girl Scouts connect with customers.

Videos, presentation materials, digital resources, activities, signage, and other campaign extensions gave councils and volunteers additional ways to bring the theme to life throughout the season. English and Spanish applications helped create a cohesive experience across audiences, while a flexible graphic system allowed hundreds of individual pieces to feel distinctly Ready to Explore.

Impact

One Campaign. An Entire Season.

Ready to Explore became more than a campaign identity.

It became a creative platform that could stretch across the full Little Brownie Bakers program—from the first introduction of the season through training, goal setting, rewards, selling, social sharing, and customer engagement.

Each piece had its own job to do. Together, they created one connected experience.

Inspire curiosity. Build confidence. Support learning. Encourage exploration. Make selling fun.

Because when curiosity leads the way, there is always more to explore.

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Whether you’re launching a brand, rethinking your website, planning your next campaign, or simply wondering what comes next, we’d love to start the conversation.