Mrs. Fields is celebrating 30 years of cookies with an online contest that seeks out the next great cookie and offers the chance to win a dream kitchen.
The cookie-maker is teaming up with iVillage for the contest, which kicks off April 9, asking consumers to submit their favorite cookie recipe. The person with the winning recipe will receive a gourmet dream kitchen by GE Profile; five finalists will receive a year’s supply of Mrs. Fields cookies.
Recipes can be entered online at MrsFields.ivillage.com. Each submission should include a short description of the inspiration behind the cookie and a digital photo.
This summer, consumers will help Mrs. Fields’ judges narrow down the pool of entrants to 30 semi-finalists and then to five finalists through an online vote.
With the five finalists, Mrs. Fields and iVillage will hit the road on a cookie sampling tour at Mrs. Fields stores and through NBC properties to let consumers taste some of the finalists’ entries. A winner will be selected in November.
In addition to the grand prize, Mrs. Fields will sell the winner’s cookie in its stores.
“Everybody likes cookies,” said Claudia Strauss, president of Lime public relations + promotion, the New York agency that created the partnership and handles the promotion. “The idea is to celebrate an iconic American brand, Mrs. Fields. We want to engage consumers and have them give us their suggestions for what would be the next great cookie.”
iVillage will also accept entries on its Web site at iVillage.com. Mrs. Fields teamed with iVillage for the promotion because the two brands attract a strong female fan base.
“Our Home & Food Channel is the perfect place for this bake-off in search of the first online consumer-inspired Mrs. Fields cookie,” said Deborah Fine, president of iVillage Properties, in a statement. “Mrs. Fields is America’s favorite cookie, and to know that the creation will be inspired by a recipe from one of our 16 million members is as heavenly as the cookies themselves.”
P-O-P, signage, bag stuffers and online materials will support the contest, which ends May 25.