Winston-Salem, North Carolina’s Dewey’s Bakery has announced a partnership with TikTok star and rising country musician Cooper Alan to help grow Dewey’s national retail appeal. Alan is working with the brand to spotlight its thin and flavorful cookie portfolio that is rapidly expanding to retailers across the country.

The partnership launches alongside a #DEWEYSDUET social media campaign largely inspired by Alan’s hometown roots growing up in Winston-Salem, less than two miles from the historic bakery that has been creating sweet and savory treats that reflect Southern flavors and traditions since 1930.

“Growing up in Winston-Salem, Dewey’s Bakery was always at the center of our community,” says Cooper Alan. “I remember going to the bakery at Thruway Shopping Center to pick up their delicious cakes and cookies with my family for every special occasion, from birthdays to graduations and more. It’s incredible to see just how much this small-town bakery has grown since my childhood. It’s even more exciting to now represent Dewey’s and its cookies on a national stage, and to be able to share a bit of my childhood with the country.”

“When deciding what direction we wanted to take Dewey’s, and who we wanted to be a part of our journey, Cooper was an obvious choice,” says Ellen Howse, chief marketing officer of Dewey’s Bakery. “As we work to expand the brand and appeal to the masses, we knew Cooper would be the perfect conduit to do so. Cooper represents a hometown Winston-Salem charm with his incredible musical talent and personal love of Dewey’s cookies.”