Crumbl Celebrity Influencer Partnerships: Latest Updates 2025

Crumbl Celebrity Influencer Partnerships. As a billion dollar cookie empire, Crumbl has managed to find its way in more than 1,000 US and Canada-based locations. Its success with Bitcoin has been due to its good work in terms of social media, especially its great use of TikTok where influencers give it reviews on its unique flavors that change each week.

Another method of reaching as many people as possible, Crumbl partners with some of the celebrities and offers one-give cookies, such as Willy Wonka cookie (Dec 2024), Olivia Rodrigo GUTS cookie (Feb 2024), a Kylie Jenner Day One collab cookie (July 2024), and Jonas Brothers Rob Backstage Caramel Popcorn Cookie (Jan 2025). Nevertheless, Crumbl ensures positioning as the leader in the dessert industry due to the creation of an active menu and promo advertising.

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Willy Wonka Red Velvet Sandwich Cookie

Crumbl’s first partnership was with Warner Bros. for the Wonka movie release in December 2024. In celebration of the film, the brand also released a limited time dessert within the whimsical world of Willy Wonka the Willy Wonka Red Velvet Sandwich Cookie. Upon the movie’s release date, this was an exclusive treat that was only good for the first week and was available to purchase at all Crumbl locations.

Moviegoers and fans were stirred up by it on social media. Crumbl succeeded in driving new customer acquisition by having its band associated with a big film and nailing its base of loyal fans. The deal demonstrated that the company could successfully mix entertainment with desserts in the future.

Olivia Rodrigo with the GUTS cookie

In February 2024, Crumbl joined forces with pop star Olivia Rodrigo to create the GUTS Cookie, which released on February 16. Rodrigo used the newly released album GUTS as inspiration for this limited edition dessert which was launched just in time for the tour. The idea was to pair Crumbl with music fans while delivering a special and personal treat that emulated Rodrigo’s artistic style.

Rodigo also used her TikTok videos and Instagram stories to promote the cookie throughout her tour. What led to so much positivity from her fans? Her enthusiastic endorsements prompted her fans to ask if she really tried the GUTS Cookie itself. Crumbl mixed food and pop culture once again, proving its prowess in the market dependent on social media with Crumbl being a hit.

Kylie Jenner and Kylie Cosmetics

In July 2024, Crumbl partnered Kylie Jenner and her makeup business, Kylie Cosmetics, in a one time only event in one of Crumbls physical locations in West Hollywood. When Jenner herself introduced the collaboration in Instagram back on June 22, 2024, her fans were in a great anticipation. The event served six distinctively designed cookie recipes Kylie Pinks sugar, Confeti cake batter, Banana caramel, churro con leche, snickerdoodle cupcake, and milk chocolate brownie.

The partnership was widely discussed on social media, with people excited to try the offerings that only lasted for a while. Crumbl is notorious for their crazy collaborations from Shopbop (and there really are no vowels) to Victoria’s Secret … and the event was one of the bakery’s most high profile to date. This allowed Crumbl to associate itself with Jenner’s influential brand, and by doing so, reinforce the cultural relevance and appeal of the company among a broader audience.

Crumbl Celebrity Influencer Partnerships: Beetlejuice Cake

For the second time in early September 2024, Crumbl partnered with Warner Bros. to celebrate the release of the Beetlejuice movie. To commemorate the occasion, the brand launched the Beetlejuice Cake, an homage to the film’s eerie and playful look.

This was one of Crumbl’s most successful collabs in terms of sales and overall customer engagement. This partnership also introduced movie fans to Crumbl and emphasized the bakery’s continued reputation for creating novel, temporary delights in relation to major entertainment events.

Jimmy Fallon’s collaboration with Crumbl Cookie

In December 2024, Crumbl teamed up with late night TV host, Jimmy Fallon, and introduced the Holiday Seasoning Candy Cane Brownie. It was a festive take on the brand’s signature treats and was available from December 2-7.

First, the unexpected partnership attracted a wave of surprise and excitement, and fans had craved to try the special brownie. Fallon’s influence and Crumbls reputation for unique flavors meant this was one of the best in the lineup during the holiday season as a brand expanding its own appeal.

Rob’s Backstage Caramel Popcorn Cookie with the Jonas Brothers – January 2025

The last team up Crumbl did was in January 2025 when it collaborated with Jonas Brothers to introduce Robs Backstage Caramel popcorn cookie. This limited edition item was based on flavor similar to sweet and salty caramel popcorn playful branded under Jonas Brothers own snack brand, Robs Backstage Popcorn..

Unlike previous collaborations, this cookie was available at all Crumbl testor locations throughout the United States, Canada, and Puerto Rico, resulting in more customers being able to enjoy the new flavor. The collaboration featured the Jonas Brothers up front and center as they commercialized it, urging fans to try it out on social media. As a result of this partnership, Crumbl was able to demonstrate how music, pop culture, and interesting flavors can all work well together for an integrated brand plan.

The impact of celebrity and influencers collaboration on the Crumbl cookies

Collaboration with celebrities and influencers serves Crumbl to maximize brand visibility and brings boost to both sales and interaction with customers. They’ve been able to create a buzz for each limited time release by forming a perfect relationship with popular personalities. Even that anticipation has caused customers to visit Crumbl locations, just to test out the special treats for themselves, and they’re even incentivizing them to do it.

These aren’t just driving sales calls, they have an impact on how Crumbl shows up culturally and on social media. Of course, having the participation of celebrities adds some exclusivity and making each partnership a must try event for loyal customers and new visitors. It makes Crumlb an industry impacting brand because this is a good marketing strategy.