LG and BuzzFeed team up for cookie subscription box

The seasonal cookie box service also gives subscribers access to custom branded videos and exclusive recipes.

Spotted: LG Electronics USA and Buzzfeed’s Tasty social food network have partnered to develop LG/Tasty Cookie Club, which offers seasonal cookie baking kit subscription boxes. Subscribing to the boxes gets customers a quarterly delivery of step-by-step baking instructions, organic ingredients, and baking tools such as a cookie scoop, baking mat and apron. Subscribers also have access to custom branded videos, with recipes by Tasty’s Executive Chief in Residence Marcus Samuelsson and others. 

In an innovative new marketing move, the cookies are branded as working best in LG ranges and ovens, providing owners with a reason to share their information and maintain a good relationship with the company. LG has combined this subscription method with its various branded “experiences,” hoping to appeal to younger customers. It has already opened a marquee in New York’s Madison Square Garden, where the subscription cookies will be on sale. Earlier in 2019, it hosted a pop-up bar in New York, where its latest refrigerator was used to make cocktails and show off the different kinds of “craft” ice its ice-maker can produce. 

Customers who purchase one of LG’s qualifying appliances in November and December 2019 will receive a complimentary year-long subscription to the cookie boxes, while Tasty fans can sign up for a subscription, or buy a single kit for €36.