Wunderkeks - Cookies Made in the Kitchen, Not a Factory
The Story of a Brand
Ramon Vela
5 • 145 Ratings
🗓️ 5 July 2022
⏱️ 45 minutes
🧾️ Download transcript
Summary
This episode is also brought to you by Sendlane.
A chance encounter with a rock star helped Luis Gramajo and Hans Schrei, Co-founders of Wunderkeks, a chance to give back to the LGBTQ community.
Dan Reynolds, the lead singer of Imagine Dragons, found the brand on Instagram and ordered cookies. Once Hans and Luis found out, they reached out to the singer to tell him their story. Wunderkeks ended up partnering with Dan and donating $1 per dozen cookies sold to his charity Love Loud, which builds safe houses and offers counseling to the LGBTQ community.
The initial reaction was more negative than they expected - a lot of hate emails and messages followed from customers who didn't know the pair was gay. Eventually, the tone turned more positive.
Customers now connect with the brand's message and mission.
"We don't sell cookies - we sell an experience, and it's kind of like a self-care type of thing because you need to enjoy your cookies," Luis says.
The cookies are individually packaged and delivered as a dozen in a pink box. They're meant to be conversation-starters and shared, Hans, says.
"Who's not going to start a conversation with the right food - with cookies involved?" He says. "We believe that it's imperative not only that you share the product, but you share the message."
In Part 2, Luis and Hans talk about:
* The beginnings of collaboration with the charity Love Loud.
* The feedback from the LGBTQ partnership.
* The need for safe spaces.
* Customer feedback on the brand's mission.
* A rundown of the cookies.
* The product's "loud" packaging.
* Where to find the brand on social media and how to join their community.
Join Ramon Vela and Hans Schrei as they break down the inside story on The Story of a Brand.
For more on Wunderkeks, visit: https://wunderkeks.com/
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*
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Transcript
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| 0:00.0 | can provide them a safe space that they need. And that's exactly what we want to achieve. |
| 0:06.1 | Because when you see someone wearing wonder cakes in any form of merchandising that we might have |
| 0:12.9 | or eating a cookie or any other products that we have, that means that you can tell them your story |
| 0:18.9 | or they can tell you their story also so |
| 0:22.6 | we are trying to build a community here we're not just we want to go beyond cookies um for now |
| 0:29.5 | that's the vehicle right now but that we want to create a community that support each other |
| 0:34.8 | and and that actually listens because we've all been there. |
| 0:40.8 | Like we always think that the problem that we have, |
| 0:43.4 | we're the only ones in the world that is having that problem. |
| 0:46.2 | And it's hard because we're the only ones there and we're alone by ourselves. |
| 0:50.3 | That is not the reality. |
| 0:51.4 | I call it the oppression Olympics and you always are the winner. |
| 0:56.0 | And that is super unhealthy because that speaks of how selfish we are. |
| 1:01.0 | This is the story of a brand, a podcast that helps people learn the story behind their favorite consumer companies. |
| 1:17.5 | I'm Ramon Vela, and I believe that people want to know more about the brands and the products they purchase. |
| 1:23.0 | So each week, I interview the founder of a consumer brand unpack their story their products |
| 1:27.9 | and their mission so you can decide which products are worth buying and which |
| 1:31.5 | brands are worth supporting I hope you really enjoyed our interview part one |
| 1:39.0 | with Wonderkex co-founders Luis Gramajo hans shrey this continued part two continues to be a great |
| 1:48.7 | interview they talk about their chance meeting with dan reynolds lead singer of imagined dragons |
| 1:54.8 | and how they did a campaign where every uh per dozen cookies sold they were donating a dollar to the charity Love Loud. |
| 2:04.0 | And they talked also about how they received a bunch of hate mails through that campaign, |
... |
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