- Packaged cookie brand Famous Amos is celebrating its 50th anniversary with a return to its roots, with new branding, videos and social media content inspired by the spirit and style of the brand’s founder, Wally Amos.
- In the 1970s, Amos was a music talent agent in Hollywood who was “famous” for bringing cookies to meetings with artists and label representatives. For the 50th, the brand is reclaiming some of his whimsical personality with a new logo and collectors’ edition packaging that pays homage to Amos’s signature Panama-style shirts.
- The brand will officially mark the anniversary with a block party in Los Angeles that will recreate the iconic parties Amos hosted in the 70s and 80s when he was launching the brand. The event, scheduled for May 3, will have 70s-themed music, breakdancing, roller skating, classic cars and cookies.
“This is such an exciting year for us. We went back to our original recipe officially last year, and this milestone has presented an opportunity to really think about how to carry on our legacy while introducing something new and exciting,” said Rachna Patel, vice president of distinctive brands marketing at Famous Amos parent Ferrero.
The year-long celebration also includes a campaign, themed “Famously You,” that celebrates the individuality of the brand and its consumers. A social video for the campaign depicts a man caring for his garden and being rewarded with a cookie from heaven for his efforts. The company has also created limited-edition Collectors Edition packaging that features an iconic photo of Wally in his signature shirt with a note on the back from his son, Shawn. The packaging also features a rendering of the first-ever Famous Amos location.
Finally, the brand will continue supporting its “Ingredients for Success” program that supports black-owned businesses. Now in its fifth year, the program awards three early-stage business owners with $50,000 along with mentorship and access to networking and educational resources to help those businesses find success.
“Since 2020, IFS has awarded 12 business owners a total of $600,000 over four years, creating positive change and economic empowerment. It’s truly special to reconnect with alumni who’ve felt the impact of this program, and I can’t wait to welcome our new class of recipients in just a few short months,” Patel said.
