LONDON — Insomnia Cookies has selected Manifest to handle all brand and creative PR for its UK launch – the US bakery chain’s first foray into overseas markets.

The agency’s launch programme, which follows the development of a market entry strategy and several months of brand and creative consultation, includes experiential, earned media, influencer and digital content.

Insomnia Cookies, which opens its first two UK outlets in Manchester this week, was set up in 2003 by former UPenn student Seth Berkowitz, who wanted to fuel his late-night gaming sessions with classic American-style cookies. The brand, which delivers fresh cookies until 3am, now has more than 230 sites across the US, and is planning to expand to Canada after its UK rollout.

The appointment marks a hat trick of new food and drink account wins for Manifest; as well as Insomnia Cookies, the agency will be handling above-the-line brand direction for condiment giant Blue Dragon and a global creative communications platform for whisky brand Laphroaig.

Insomnia Cookies UK managing director Ben Lacey said: “It’s great to be embarking on this exciting journey with Manifest as we introduce Insomnia Cookies to the UK. The team has felt like a true partner for the past few months that we’ve spent working together, and we feel total alignment with them in our approach, values and creative vision for the brand.”

Bec Chelin, director of Manifest’s Manchester studio, added: “As far as US brands go, you can’t get much more cult-favourite than Insomnia Cookies. From humble beginnings in Seth’s dorm room to rapidly becoming a staple in college cities nationwide, Insomnia has exactly the kind of innovative, challenger brand mindset that we love working with. We’re excited to get going on satisfying Manchester’s sweet tooth and helping to cultivate a community of warm-hearted Insomniacs across the UK.”

Manifest opened its sixth studio in Los Angeles earlier this year, joining teams in London, Manchester, Stockholm, New York and Melbourne. The agency was awarded B-Corp status in February.