background: we heard that will from stranger things was living the normie life in philly, attending college at upenn. insomnia cookies has always called philly home.

insight: we reached out to noah schnapp, welcoming him to the city of brotherly love & asked him to collaborate with us on a cookie.

idea: after hours in the test kitchen with a former child star, we landed on a chocolate-banana crepe stuffed with tbh hazelnut spread. it was a huge hit across college campuses, selling out in less than a week.