The Real Crumbl Cookies Are Coming To Australia — So Was The ...

After all the hullaballoo surrounding the fake pop-up from Crumbl Cookies Sydney, it turns out that the real, authentic Crumbl Cookies are coming Down Under. Was it all a ploy? A sneaky little advertising campaign? Or did the OG Crumbl gang see an incredible marketing opportunity and grab it with both hands? Let’s discuss.

On Monday, the co-creator of the official Crumbl Cookies Sawyer Hemsley took to TikTok to share that the cult cookie company would be coming to Australia.

“Australia, we’re coming for you! ???????? Get ready to experience the real Crumbl Cookies. ????????‍???????? See you soon!” Hemsley captioned the clip, which featured a heap of headlines generated from the pop-up debacle.

While some people have been pretty excited by the announcement, others are now convinced that the whole thing was just a marketing ploy.

“Feels like the whole thing was a PR stunt now,” wrote one TikToker.

“Everyone said you should sue… it was the best free marketing for you guys and the demand is SO high now! People who didn’t know who you were, now do!! See you soon!” said another.

In case you missed the drama, let me put you on. A couple of weeks ago, an account on social media started advertising a pop-up for Crumbl Cookies in Sydney’s North Bondi — a viral cookie that wasn’t available in Australia. It quickly picked up steam and when the pop-up rolled around, punters were lining up for hours to buy one cookie for $17.50 AUD.

Shortly after, it was revealed that the Sydney pop-up was not connected nor endorsed by Crumbl, with the Sydney pop-up team revealing in a Google Doc statement that they literally flew to the United States, bought a heap of cookies, and brought them back for sale in Sydney.

Then, viral madness ensued. When Sawyer caught wind of the drama on TikTok, he made it clear that the pop-up wasn’t affiliated with his OG Crumbl.

“It appears we need to expedite our visit to Australia,” Hemsley wrote in a TikTok post on Tuesday, telling audiences to “spread the word”.

Working logo…or? (Image: TikTok / Sawyer Hemsley)

Let’s be honest, there are three options in this scenario:

It was a PR stunt all along. Crumbl Cookies sue the shit out of the Crumbl Sydney founders. Crumbl Cookies uses this insanely viral, free marketing as a way to launch in Australia.

Personally, I believe the third option is in their best interest.

We now know that the Crumbl Sydney pop-up was created by a “baby-faced” year 10 student from Sydney’s Eastern Suburbs. While I admire his entrepreneurial spirit, I hardly believe that an international company would use a child to get eyes on a publicity stunt.

According to Australian lawyer and TikToker Roxanne Hart (@roxannehart.lawyer), the pop-up may have breached copyright laws by including the company’s trademarked symbol, along with potentially breaching the company’s terms and conditions. But while they would have the option to sue, It doesn’t seem like a legal battle is in their best interest.

Instead, why not use the Australia-wide, free marketing as a way to launch? After all, the pop-up proved to the legit company that there’s certainly an interest — especially with punters willing to spend a whopping $17.50 for a COOKIE.

With so much viral interest in Australia, it’s the perfect time for the real Crumbl Cookies to swoop in and save the day, delivering the goods to a community ready to become the cookie monsters they want to be.

Also, not to be a dick but the little Australia graphic they made could be whipped up on Canva in two minutes. With all that in mind, it’s my hypothesis that Crumbl saw an opportunity and they took it, folks! Who can blame them?

Hemsley hasn’t given any more information on when we can expect Crumbl Cookies to land in Australia but consider me sat.