Spoonfuls of Joy: How NoBaked Made Dessert a Daily Ritual

Introduction
NoBaked is rewriting the rules of dessert. Known for their safe-to-eat, spoon-straight-from-the-jar cookie dough, NoBaked delivers pure indulgence—no oven required.
With a scoop shop located inside Assembly Food Hall in Nashville, the brand wanted to boost local awareness, increase foot traffic, and remind people that dessert can be fun, nostalgic, and totally stress-free.

The question:
How do you take a dessert people love but often forget about in the shuffle of daily life—and make it feel irresistible again?

The Opportunity

Unlike typical desserts that require prep, baking, or planning, NoBaked is all about instant joy.

But awareness matters.
Even with a prime location inside Assembly Food Hall—a bustling hub of food, events, and foot traffic—many locals and visitors simply didn’t know NoBaked was there.

The goal wasn’t just to drive visits.
It was to create a memory:
A cozy, delightful, no-effort indulgence moment worth sharing.

To do that, NoBaked needed creators who could make the brand feel personal, celebratory, and craveable.

The Strategy

Relish activated local Nashville lifestyle, foodie, and dessert-loving creators to showcase the scoop shop experience from counter to first bite.

Creators were encouraged to share:

• The walk-up and ordering experience inside Assembly Food Hall
• The texture, flavor, and “first bite” reaction
• The cozy, treat-yourself moment NoBaked is made for

Campaign themes centered on:
comfort, nostalgia, sweetness, and simple happiness.

Key tactics included:

• Location-first storytelling to reinforce where to find the shop.
• Emotional triggers (cozy vibes, treat-yourself energy, movie nights, mid-day pick-me-ups).
• Flexible product experience (scoops, milkshakes, half-baked sundaes).
• Creator-led recommendations to drive “I need to try this” behavior.
• Collaboration tagging to expand reach and build brand social proof.

The tone: warm, indulgent, inviting, fun.

The Results

• 17 creator posts
• 67,186 total views
• 3,245 total engagements
• 4.83% engagement rate

Why It Matters

Dessert isn’t rational—it’s emotional.
And when you show dessert as a moment of joy, people want to experience it for themselves.

This campaign didn’t rely on promotions, discounts, or heavy messaging.

It relied on delight.
And delight spreads.

NoBaked didn’t just get mentioned.
It became a destination.

Want to drive real-world traffic and cultural craving for your brand?
Let’s talk.
https://tryrelish.com/contact-us