In an industry where most food brands rely on polished advertisements and influencer endorsements, Crumble Pakistan has taken a radically different approach.
It doesn’t just sell cookies, it sells a personality. Founded by Agha Abdullah, a student at Ghulam Ishaq Khan Institute (GIKI), Crumble has built a name for itself not just through its products but through an unfiltered, wildly humorous marketing strategy that has captivated audiences across Pakistan.
At the heart of its success is Huzaifa, the creative force behind its digital presence. Where most businesses carefully curate their online image, Crumble thrives on wit and spontaneity, engaging in sarcastic banter with customers, turning everyday interactions into viral content, and building a brand that feels more like a friend than a business.
According to Statista:
- In Pakistan, ad spending in the Social Media Advertising market is projected to reach US$64.43m in 2025.
- The ad spending in this market is expected to exhibit an annual growth rate (CAGR 2025-2030) of 8.00%, leading to a projected market volume of US$94.67m by 2030.
Contrary to this, Crumble is investing in organic social media and influencer marketing to resonate with it’s targeted market which happens to be Gen Z.
Crumble’s social media presence is unlike anything seen in Pakistan’s food industry. It doesn’t rely on high-budget promotional videos or scripted testimonials. Instead, it embraces a playful, conversational tone that resonates deeply with Gen Z.
The brand jokes with followers, playfully responds to customer queries, and turns viral trends into cookie themed content that gets people talking. This approach has done something remarkable, it has made Crumble’s social media pages more than just platforms for promotion.
They have become a space where people return daily, not necessarily to buy, but to be entertained. And that entertainment keeps crumble constantly in the public eye, ensuring that when the craving for cookies strikes, there is only one name that comes to mind.
While Agha Abdullah laid the foundation for Crumble, it is Huzaifa’s marketing genius that has turned it into a brand unlike any other. His approach is deeply rooted in understanding what makes internet culture tick.
He doesn’t see social media as a one-way promotional tool but as an interactive playground where humor, engagement, and relatability drive attention. Instead of treating customers as mere buyers, Crumble treats them as an audience. Its content is not structured around the usual corporate messaging but crafted as entertainment-first, sales-second.
By inserting itself into trending conversations, creating inside jokes with its followers, and responding to comments with the kind of wit usually reserved for stand-up comedians, Crumble has managed to build a fan base rather than just a customer base.
Crumble’s success raises an important question: Why do people gravitate toward a brand that doesn’t take itself too seriously? The answer lies in the way modern consumers, particularly younger generations, interact with brands. Traditional advertising often feels distant, calculated, and transactional.
Crumble, on the other hand, feels alive, unpredictable, and deeply human. Its marketing approach is reminiscent of global brands that have mastered the art of digital engagement namingly Wendy’s Twitter persona, Duolingo’s irreverent TikToks, and Netflix’s witty social media replies.
These brands thrive not by aggressively selling but by embedding themselves into everyday digital conversations. Crumble has managed to replicate this model within Pakistan, proving that local businesses can build global-level engagement with the right mix of creativity and authenticity.
Virality is unpredictable, and what works today may not work tomorrow. The challenge for Crumble now is to evolve without losing the charm that made it successful in the first place. Can it maintain its humorous edge while scaling up operations? Will its approach translate to physical stores, larger production facilities, or even expansion beyond Pakistan?.
If its current trajectory is anything to go by, Crumble is more than just a fleeting internet sensation. It is a case study in how humour, engagement, and a refusal to conform to traditional marketing norms can propel a brand into the cultural spotlight. More importantly, it has shown that in a crowded market, sometimes the best way to stand out is simply to make people smile.
