Goodness Named DTC Agency Partner for Tate's Bake Shop

Aug. 15, 2025

Digital commerce agency Goodness announces that it has been named Direct-to-Consumer Agency Partner and Digital Creative Partner for cookie brand Tate’s Bake Shop. Through modernizing their entire DTC operation, Goodness will provide a more seamless, efficient and intelligent customer journey, honoring the unique character that defines Tate’s singular brand.

Tate’s Bake Shop is nationally recognized and one of the fastest-growing cookie brands in the U.S. – loved for its signature, irresistibly crisp and buttery chocolate chip cookies as well as an ever-expanding line of bake shop delectable desserts including gluten free offerings.

Goodness COO Donald Fierros explained:

“Even fans of the brand may not realize Tate’s full story and value, inspired by an actual bake shop, that plays a big part in the production and packaging of goods․ So, there’s a lot of room to grow a relationship with consumers, reimagining their platforms and strategy, better syncing their messaging and enhancing how they show up in the world.”

 

The partnership is already bearing fruit with the launch of Tate’s new ecommerce site – a platform that both supports the retail sales of CPG line and offers consumers unique gift packs and B2B ordering options that are exclusively available through the website, as well as a new merch collection. Built to prioritize personalization and scalability, the new site experience reflects the core values of the Tate’s brand, rooted in quality and bake shop craft.

Goodness also supported the Tate’s Bake Shop National Chocolate Chip Cookie Day activation, featuring a billboard in Times Square at the iconic Ball Drop, where consumers could scan a QR code to visit a landing page and get a full size bag of Tate’s Chocolate Chip Cookies via the new site.

Jess Goon, Chief Marketing Officer, Tate’s Bake Shop said:

“We consider Goodness an extension of our internal team. Their dedication and ownership mentality has helped to build a best-in-class omnichannel ecosystem for Tate’s."

 

Goodness CEO Ryan Vanni added:

“Taking a balanced view of the business – using technology to not only provide great cross platform experience, but serve the needs of consumers – is where we shine. That's what makes Goodness a great match for Tate’s needs – our ability to efficiently service disparate corners of the business while still authentically embodying the brand will help them continue to build meaningful connections that last.”