In Pakistan, a small cookie brand called Crumble did something very surprising. It became famous all over the country without using any paid advertisements.
The brand did not spend money on Facebook ads, Google ads, TikTok ads, or even Snapchat.
Still, many people started talking about Crumble, sharing its content, and buying its cookies.
When someone opens Instagram or TikTok in Pakistan, there’s a good chance they’ll see a video or meme about Crumble.
This happened because Crumble used a very smart marketing strategy that connected deeply with people.
What Made Crumble Special?
Crumble did not just sell cookies.
It shared feelings.
The brand focused on emotions like joy, friendship, and family. Crumble made people smile. Their videos, posts, and memes reminded people of happy moments. This is why so many customers felt a strong connection with the brand.
The founder of Crumble, Agha Abdullah, started the brand to pay his university fees. He had no idea that this small business would grow so big in such a short time. Crumble opened its first store in Rawalpindi. Now, it has many stores across Pakistan.
What Was Crumble’s Strategy?
Crumble used three main marketing ideas. These ideas helped the brand grow quickly without spending a lot of money.
1. Funny Memes and Content
Instead of spending money on ads, Crumble made fun and relatable content. They used memes to promote their cookies. A meme is a funny image or video that people share with friends. Crumble created memes using current trends and connected them to their cookies. This made people laugh and want to share the posts.
By doing this, their audience became like free advertisers. People started sharing Crumble’s videos, which helped the brand go viral.
2. Emotional Storytelling
Each video or post from Crumble tells a small story. These stories often show friendship, celebration, or love. The brand made sure that its content was not boring. People could see themselves in the posts and feel like Crumble understood them. That emotional connection helped the brand stand out from the others.
3. Understanding the Audience
Crumble understood that their main audience was young people—students, teens, and families. They created content that made these groups feel seen and heard. The brand made sure that people wanted to spend more time watching and engaging with its content.
Because of this, Crumble’s social media pages became very popular. People would visit again and again—not just to look at cookies, but to enjoy the content.
What Can Other Brands Learn?
Even if someone is not selling cookies, they can still learn from Crumble’s strategy.
Whether someone is selling clothes, skincare, jewelry, or shoes, they can use these same ideas:
- Focus on emotions, not just products
- Create content people enjoy and want to share
- Understand what the audience likes and speak to them clearly
Crumble proved that with the right content and a strong connection, a small business can grow fast—even without a big advertising budget.
