DoubleTree Shares Its Cookie Recipe

Brands all over the world are coming to the rescue for their communities … big and small. Crisis aside (and that’s a big aside), this is a great time to be in marketing as we all switch our efforts to doing good.

And “good” is coming in many shapes and sizes, and brands step up to the plate with their own ways of helping. The most recent move from DoubleTree Hotels (part of the Hilton portfolio) brought a smile to my face which is a form of help unto itself.

Whenever you check into a DoubleTree Hotel, you are greeted with a warm chocolate chip cookie. Warm because it fills your senses and makes you feel at home. It’s a smart welcoming gesture that the brand has been doing for year. Part of the mystique of the cookie is the recipe because it’s been a deeply held secret.

Until now.

Since the hotel brand knows that no one can really come visit right now, they released their infamous recipe for the first time so that people can make the cookies while stuck at home. Giving away part of their brand essence when people could use a boost. So smart.

A small gesture but a meaningful one as we seek to find meaning in this whole mess. And not every single brand move has to be gigantic. We can relish in the small ones too IMHO.

You can click here to get the recipe yourself.

I’m going to try them this week myself (well actually, I’m going to get my husband to bake them). What’s your experience? JIM