Christchurch-based Cookie Time has launched an almost-million-dollar rebrand as it gears up for its 30th birthday.

Owner and founder Michael Mayell symbolically put up the first dairy advertisement board on the roof of Kirk Rd Dairy in Templeton this morning. The dairy was one of the those he delivered his first consignment of cookies to on his first day in business almost three decades ago.

About 900 of the new signs will be put up around the country in the coming weeks.

Cookie Time general manager Lincoln Booth said the rebrand was the largest for the company in the last 20 years and had cost more than $500,000 and would probably end up close to $1 million.

''For us, the brand is everything. it's the forefront of everything we do and we wouldn't take short cuts.''

He said marketing had shown customers had a strong attachment with the company's mascot, the Cookie Muncher, and the rebrand was to put the character ''front and centre''.

''We've always known that the Cookie Muncher was pretty close to our hearts, but market research was showing everybody loves the Cookie Muncher.''

The new cookie packaging would tell many of the small innovations and stories behind how the company grew from out of a bedroom to become one of the most successful private companies in New Zealand, he said.

The company will celebrate 30 years in business in February.

- © Fairfax NZ News

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