ButterBoy issues cookie notices in cheeky stunt for new Brookvale HQ via Hatrik House

Cult cookie brand ButterBoy has marked the opening of its brand new Brookvale store and 650 sqm production HQ with a cheeky guerilla campaign via Hatrik House, that had Sydney’s Northern Beaches buzzing.

In the days leading up to launch, hundreds of “Cookie Notices” designed to mimic parking fines were placed on cars throughout the area. Each notice playfully accused drivers of being “caught in possession of dangerously irresistible cookie cravings,” and offered a free cookie to be redeemed at the Brookvale site.

The hyperlocal stunt pulled off with no paid media or influencer spend is classic ButterBoy: irreverent, grassroots, and built to get people talking.

The campaign was conceptualised and executed by Hatrik House, the creative agency that has led all marketing activity for ButterBoy since its inception.

But behind the humour is a serious expansion story.

The new Brookvale site doubles as ButterBoy’s first coffee bar and new production headquarters, complete with mega mixers, a glass-walled factory floor, and the brand’s yet-to-launch Iced Cookie Latte — made by blitzing Nutella cookies, soaking them in sea salt, and straining into creamy cookie milk.

Founded by James Sideris, ButterBoy has quietly grown into one of Australia’s most influential cookie operations. What began as a single Nutella-stuffed cookie baked in a home kitchen has evolved into a powerhouse forecast to produce over 2.6 million cookies in 2025, with wholesale reach from Sydney to Brisbane — and eyes now set on Melbourne.

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