This Child’s Quest to Find Santa’s Favorite Cookie Has Adorably Fun Twists and Turns

Some impressive and cute sleuthing for Cost Plus

On the case to find Santa's favorite cookie. - Credit by Cost Plus
Headshot of T.L. Stanley

This kid, Nico, is one thorough little dude.

Not satisfied to know that Santa likes cookies, in the generic sense, the youngster tries to find out exactly what kind of sweet treat he should be leaving by the fireplace. Gingerbread? Chocolate chip? Powdered donuts?

It’s less about currying favor with the man in red and more about “gifting thoughtfully.” Or maybe Nico’s just jonesing for a whole new set of Legos?

Anyway, a 2-minute mini-movie for Cost Plus World Market follows Nico’s adorable sleuthing adventures with the local baker, his folks, his friends and several department store Santas. No one has an answer for him, nor does he come up with the perfect recipe via his extensive book research or his wall-mounted detective board (worthy of Carrie Mathison).

See what he ends up buying here:

All together now: Awwww.

The digital video, with an original recording of “Santa Claus is Coming’ to Town” by pop star Jessie J., is the centerpiece of the Cost Plus holiday push from BarrettSF. It includes in-store contests and giveaways, brand partnerships and a flood of media across print, digital, mobile and social through December.

The retailer “wanted to tap into that energy that goes into finding the ‘perfect gift,’” said Adrian Stevens, CMO, noting that Cost Plus shines “when customers are searching for that unique holiday purchase.”

Along with the hero video, there’s a series of 15-second vignettes that carry the tagline, “Gift Thoughtfully,” into various product categories like home decor (cozy pillows), food and drink (German wine), garden tools and tree ornaments. The spots introduce revelers, pleased with their carefully selected presents, including “Aunt Tina” toasting with her “famous yule fuel.” Best stocking stuffer ever.


Cost Plus World Market
Chief Marketing Officer: Adrian Stevens
Sr. Creative Director: Colleen Cavanaugh
Director of Media: Kimberly Gonzales
Cost Plus World Market Stylist: Kristine Nelson
Cost Plus World Market Photo Producer: Gina Scrivani

Agency: barrettSF
ECD: Jamie Barrett
Creative Director: Todd Eisner
Senior Art Director: Byron Wages
Senior Copywriter: Phil Fattore
Head of Production: Conor Duignan
Broadcast Producer: Charlotte Dugoni
Managing Director: Patrick Kelly
Brand Strategist: Jillian Davis
Account Director: Molly Warner
Account Manager: Lyndsey Dorian

Production Company: MJZ
Director: Craig Gillespie
Executive Producers: Emma Wilcockson
Line Producer:  Martha Davis
Director of Photography: Joost Van Gelder

Editorial: Cabin
Editor: Isaac Chen
Managing Partner: Carr Schilling
Senior Producer: Michelle Dorsch

Audio Mix: One Union
Engineer: Eben Carr

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@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
Publish date: November 8, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT