Photo Provided by Sweet Addison'sA dessert brand that sells cookies and brownies directly to consumers online, and ships nationwide, Sweet Addison’s is connecting with Gen Z on Instagram for its content strategy.
For Sweet Addison’s, Instagram is currently the highest priority in its content and sales strategy. The platform’s features, such as direct messaging and comments, allow the brand to engage directly with its audience. This direct interaction gives followers a behind-the-scenes look at building the business and provides a space for them to ask questions and receive immediate answers.
When Sweet Addison’s launched in early 2024, the initial target demographic was gluten-free eaters. However, it quickly became apparent that the appeal of their desserts extends beyond this niche. Nearly half of its audience comprises individuals who simply enjoy high-quality desserts, regardless of dietary restrictions.
This broader appeal has informed Sweet Addison’s strategy, emphasizing the universal love for delicious treats while maintaining their commitment to gluten-free offerings, according to its founder Addison LaBonte.
LaBonte launched Sweet Addison’s early this year after being unable to run as a D1 college soccer player. After being diagnosed with Compartment Syndrome, LaBonte had to switch to a gluten-free diet. Pivoting towards the diet changed Addison’s life including no more numbness during running, fewer headaches, increased focus, clearer skin, and a newfound love for healthy food.
In the past, LaBonte has worked with Whole Foods, Tom Thumb, Panera, King Arthur Flour, Bob’s Red Mill, RX Bar, and many more. These collaborations have provided LaBonte an inside look at the marketing strategies of large companies.
“This company is still very young so I am constantly experimenting with different strategies. I have been pleasantly surprised by the reaction at the farmer’s market,” said LaBonte. “Being able to connect with customers face to face has been a game changer for my business.”
Sweet Addison’s launched its entire business through its social media audience without paying for traditional marketing. The brand has scaled successfully through social media marketing and word-of-mouth. Instagram, in particular, has been instrumental in Sweet Addison’s success. LaBonte declined to share how much revenue the brand generated this year so far as a result of these strategies.
In addition to spending significant time on Instagram and TikTok, Gen Z is very conscious of the ingredients in their food. Sweet Addison’s has benefited from this trend by using only the highest quality clean ingredients. This focus on ingredient quality resonates well with Gen Z, driving engagement and loyalty on social media platforms.
“Connecting with those of us who are gluten free has been so fun. I love telling my story in the hopes that I can inspire other people,” she said, adding that Sweet Addison’s has also started selling in health food stores, small grocery markets, and quick service restaurants.
This expansion wasn’t part of the initial plan, but the results have thrilled LaBonte. She recalled dropping off the first order at a local store in Dallas, and the owner texted her 24 hours later to say they had already sold out.
