Insomnia Bakery enlists Santa as holiday influencer

(Courtesy Insomnia Bakery)

The holidays are right around the corner, and you know what that means, it’s officially cookie season! Insomnia Cookies, the beloved cult brand known for serving warm cookies all day and late into the night, has declared itself the official cookie supplier of the 2022 Holiday Season. 

To prove themselves worthy of this honor, at a time when cookies are always in demand, Insomnia Cookies has enlisted the ultimate connoisseur, and everybody’s favorite cookie expert, Santa (and his elves of course) as holiday TikTok influencers.

Developed by Red Tettemer O’Connell + Partners (RTO+P), the holiday-themed campaign taps into trends across TikTok, providing an ironic twist on the app’s influencer-centric culture. The short-form videos highlight Insomnia’s convenient holiday offerings, like nationwide shipping ( and late-night offerings to ensure everybody is well-equipped for #CookieSzn. 

Tom Carusona, Chief Marketing Officer noted, “Everybody knows that cookies are an essential part of the holiday season. So we thought, who better to be an influencer for Insomnia Cookies than the most iconic cookie-consumer of all time. Santa really knows his stuff. We think he makes a great case for why Insomnia Cookies deserve a spot on everyone’s holiday table.” Watch below:


Santa and his Elfluencers are coming in hot this holiday season. #holidays #santa #elfluencer #holidaycookies

♬ original sound – insomniacookies


“We can’t imagine a more joyful way to spend the holiday content-binging season than by watching Santa tear thru boxes of Insomnia Cookies. After the year we’ve all had, some cookies and joy sound pretty good”, said Steve O’Connell, Partner & CCO of RTO+P. “Cookies are harmonious with the holidays, and this series of spots takes that classic notion and gives it a modern day twist through social media,” notes Steve O’Connell, Partner & CCO of RTO+P.

The campaign, consisting of seven videos, launched nationally on 11/26. Beginning with “Santa’s Takeover”, the late-night cookie company will be releasing the remaining spots in a lead up to the Holidays.

The work will run as both organic and paid social on TikTok, Reels, Facebook, Snapchat and YouTube.


CLIENT: Insomnia Cookies

  • Chief Marketing Officer: Tom Carusona
  • Creative Director: Justin Rentzel
  • Brand Manager: Nicole Geyer
  • Digital Media: Roger Foisy

AGENCY: Red Tettemer O’Connell + Partners

  • Co-Chief Creative Officers: Steve Red, Steve O’Connell                      
  • Executive Creative Director: Todd Taylor                                                                                   
  • Group Creative Director: Ari Garber
  • Art Directors: Josh Bull, Max Gold
  • Copywriter: Roman Manning, Camille Seidel
  • Account Management: Carla Mote,  Riley Gilbert                                                                                                      
  • Brand Strategy: Vann Madison
  • Social Strategy: Kaitlin Gentile
  • Producers: Niall Segundo

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