Brad Wore Real Shoes. Aubrie Asked Google. And Fat And Weird Cookie Company Hit the Morning News Live.
Fat And Weird Cookie Company | Morning News Target Launch Segment on WJHG TV
There is a moment in the Fat And Weird Cookie Company morning news video where Aubrie says, completely matter-of-fact, that she had no idea what to wear and consulted Google. Then she followed whatever Google told her and decided that was her best bet. Meanwhile Brad showed up in actual shoes, which was apparently enough of a departure from his usual approach that it became worth mentioning on camera.
That is the energy of a 5:30am live television appearance for a small cookie brand announcing a nationwide Target launch: a little winging it, a little nerve-wracking, and somehow coming out the other side in one piece.
The segment aired on WJHG TV, and it was the morning news debut of a brand that has spent years getting comfortable in front of a camera by doing things their own way, on their own timeline, in their own kitchen. The live news environment is a fundamentally different species of camera experience, and Fat And Weird Cookie Company found that out firsthand in the pre-dawn hours of a morning that ended with cookie butter eaten on camera, a back-to-school recommendation from the anchor, and a drive home before most people had finished their first cup of coffee.
5:30am and the Weird Hallway That Leads to Live Television
If you have never done a local morning news segment, the experience Aubrie describes in the video will feel familiar to anyone who has.
You get there before the sun is up. In this case, 5:30am, which for a brand that runs on late nights in a production kitchen is a specific kind of early. They put you in a conference room. Someone clips a microphone on you. And then the part that Aubrie describes with the accuracy of someone who has been through it more than once: they lead you down this weird-looking hallway, they barely tell you what to expect, and then you are standing in the actual newsroom, completely silent, waiting your turn, hoping you do not say something wrong or laugh at a moment when laughing would be the worst possible choice.
There is no safety net on live television in the way there is on social media. A bad take on TikTok gets deleted and re-filmed. A stumble on Instagram Live gets smoothed over with a laugh and an edit later. The morning news happens once, in front of everyone, in real time, and the version of you that exists in that moment is the version that airs.
Fat And Weird Cookie Company has built a community of over 221,000 people by being completely unfiltered about what it looks like to build a brand: the equipment failures, the expensive mistakes, the moments when things do not go the way they were supposed to. Their content works because nothing is cleaned up before it reaches the audience. But the newsroom does not run on that format. In the newsroom, you hold it together because there is no alternative and because a camera error on live television is not something you can laugh about after the fact.
They held it together. They said so themselves: they did not mess up too bad, and thank goodness for that.
Two Segments Before 7am: The Target Announcement and the Cookie Tasting
They did not just appear once. They did two segments, which is the kind of thing that sounds manageable when it is planned and feels very different at 5:30 in the morning when you are also managing what shoes to wear.
The first segment was the main event: the announcement that Fat And Weird Cookie Company's Lil Weirdos Mini Stuffed Cookies are going nationwide, landing on shelves at Target stores across the country. The anchor delivered the line the way morning news anchors deliver good news, with the kind of warmth that makes a local success story feel like something the whole viewing area is in on together. And for everyone watching in the WJHG market who had already heard of Fat And Weird Cookie Company, it probably felt exactly like that: a brand they knew, making it to a shelf they shop at every week.
After the first segment, they sat around the newsroom and watched some other stories air, which is the part of live television that nobody shows you: the waiting. You do your segment, and then you are just there, in the newsroom, not allowed to make noise, watching the broadcast happen around you until it is time to go back on.
Then they went back on to taste cookies live on camera.
The cookie they tried on air was one of the Lil Weirdos Mini Stuffed Cookies, and the anchor said it has cookie butter in the core, which is the kind of description that stops people mid-sentence when they hear it for the first time. Cookie butter is already one of those flavors that people either know and love immediately or are about to love the first time they encounter it: rich, smooth, almost caramel-adjacent in the way it moves through a cookie, but with the specific warmth and depth that comes from the biscoff base that cookie butter is built on. Stuffed inside a mini cookie that is already small enough to pop in one bite, it is an experience that earns the anchor's response on camera.
They said cheers. They ate the cookie. The anchor said tastes so good. Aubrie said so buttery. The anchor called it the perfect little snack and told viewers to pack it along with the kids when they head back to school on Monday. Too yummy was said. That was apparently the universal review of Lil Weirdos eaten live on morning television by a news anchor who had no reason to pretend to like a cookie she did not actually like.
They were back on the road and home to the kids by 6:45am.
What Live TV Means for a Brand That Built Everything on Authenticity
Fat And Weird Cookie Company has done this: the direct-to-consumer drops, the limited packs, the production series that their community followed in real time, the buyer meetings and the trade shows and the retail pitches that eventually became a shelf at Target. None of it looked like a polished brand rollout because it was not one. It was a real brand building in public, showing the hard parts alongside the wins, and trusting that the community would stay close if the honesty was real.
Local news is a different channel, but it is not a different mission.
When the WJHG anchor said that Fat And Weird Cookie Company is now going nationwide, landing on shelves at Target stores across the country, that sentence reached a viewer who may have never seen a single piece of organic content from the brand. It reached someone who was half awake, drinking their own coffee, who heard a local brand mentioned on the morning show they watch every day and thought: I should look for that at Target this week.
That is what morning news does that social media cannot fully replicate, and why showing up at 5:30am, in real shoes and a Google-approved outfit, in front of a live camera with no edit button, was worth the nerve-wracking experience of the weird hallway and the silent newsroom wait.
The community that has been following this brand through the tunnel oven and the Atlanta production runs and the six weeks of supply that sold through in two weeks already knew Fat And Weird Cookie Company was at Target. The WJHG morning news segment introduced them to everyone else.
The Back-to-School Angle That Could Not Have Been Better Timed
The anchor's suggestion was not a throwaway line. Pack it along with the kids when they head back to school on Monday landed in a segment that aired during back-to-school season, on a channel watched by the exact demographic that shops Target for school supplies and snacks in the same cart, in the same trip, at the same time of year when the back-to-school grocery haul is already happening anyway.
Lil Weirdos Mini Stuffed Cookies are already sized for exactly this use case. The mini format is portion-aware without being restrictive, which is the category sweet spot for a snack that goes into a lunchbox or a backpack or a snack bag without requiring negotiation. The cookie butter core flavor that was tasted on camera is the kind of thing a kid discovers and then immediately needs their parent to buy again.
The anchor nailed the pitch without being asked to pitch anything. That is the kind of organic product endorsement that no amount of marketing budget reliably produces, and it happened live, on air, before 7am, because the product was genuinely good enough that the person eating it on camera wanted to tell someone what to do with it.
Pack it along with the kids. Back to school, on Monday. Too yummy.
Home by 6:45. A Win by Any Definition.
Aubrie said she would call it a win. She is correct.
By 6:45am, Fat And Weird Cookie Company had: appeared on live local television twice, announced their nationwide Target launch on air, eaten Lil Weirdos Mini Stuffed Cookies live on camera with a morning news anchor who called them the perfect little snack, survived the weird hallway and the silent newsroom and the experience of not being allowed to laugh on camera, and made it home to the kids.
All of that before most people have checked their phones for the first time in the morning.
The nerve-wracking part, the part that is a whole different level from the years of social media content and the comfort that comes from knowing your own camera setup and your own edit workflow: that is the part that matters most in retrospect. Because the brands that do things that feel scary are the ones that end up on the morning news talking about a nationwide Target launch. The brands that stay comfortable stay where they are.
Fat And Weird Cookie Company showed up at 5:30am. Brad wore real shoes. Aubrie trusted Google on the outfit. Nobody laughed on camera at a moment when laughing would have been bad. The cookie with cookie butter in the core was described as too yummy by an anchor who had no reason to say anything she did not mean.
That is a win. By any definition, a win.
The Morning News Moment at a Glance
- Station: WJHG TV
- Call time: 5:30am
- Number of segments: Two, the Target launch announcement and the live cookie tasting
- Cookie tasted on air: Lil Weirdos Mini Stuffed Cookie with cookie butter in the core
- Anchor's verdict: Perfect little snack, too yummy, pack it for back to school
- Brad's notable choice: Real shoes, which was apparently worth documenting
- Aubrie's pre-show research: Google, for outfit advice
- Home by: 6:45am
- Overall assessment: A win
FAQ: Fat And Weird Cookie Company Morning News Appearance and Target Launch
What TV station did Fat And Weird Cookie Company appear on? Fat And Weird Cookie Company appeared on WJHG TV for a morning news segment announcing their nationwide Target launch. The appearance included two on-air segments: one where they discussed Lil Weirdos Mini Stuffed Cookies going national at Target, and a second live cookie tasting where they and the anchor ate cookies on camera together.
What did Fat And Weird Cookie Company announce on the morning news? Fat And Weird Cookie Company announced during the WJHG morning news segment that Lil Weirdos Mini Stuffed Cookies are going nationwide, landing on shelves at Target stores across the country. This was part of the media rollout accompanying the nationwide retail launch that followed the production series Brad documented in the months leading up to the Target debut.
What cookie did Fat And Weird Cookie Company taste live on the morning news? During the live tasting segment on WJHG TV, Fat And Weird Cookie Company tasted one of their Lil Weirdos Mini Stuffed Cookies featuring cookie butter in the core. The morning news anchor described the cookie as the perfect little snack and recommended it as a back-to-school treat, calling it too yummy after tasting it on air.
What is the Lil Weirdos Mini Stuffed Cookie with cookie butter in the core? The Lil Weirdos Mini Stuffed Cookies are the bite-sized version of Fat And Weird Cookie Company's signature full-size stuffed cookies. The version tasted on the morning news featured cookie butter in the stuffed center core. Cookie butter is a spread made from biscoff-style cookies, rich and smooth with a warmth that reads almost like caramel, and inside a mini stuffed cookie it creates a flavor experience the WJHG morning news anchor described as so buttery and too yummy live on camera.
What time did Fat And Weird Cookie Company have to be at the TV station? Fat And Weird Cookie Company arrived at the WJHG TV station at 5:30am for their morning news appearance. They completed both on-air segments and were home to their kids by 6:45am.
Was Fat And Weird Cookie Company nervous about going on live TV? Yes. Aubrie described going on live television as a whole different level compared to their years of social media content creation. The live format means there are no second takes, no edits, and no option to laugh if something goes wrong on air. The brand has been on camera consistently for years through their TikTok, Instagram and Facebook content, but the morning news environment — the conference room setup, the microphone clip, the silent newsroom wait — is a fundamentally different experience that she described as both super fun and incredibly nerve-wracking.
How is Fat And Weird Cookie Company at Target related to the news segment? The WJHG morning news segment was part of the media rollout for Fat And Weird Cookie Company's nationwide Target launch. The brand appeared on air to announce that Lil Weirdos Mini Stuffed Cookies are now available at Target stores across the country, representing the retail debut that followed years of retail development, the purchase of a 100-foot tunnel oven, and the production series Brad documented publicly. The morning news appearance helped reach audiences beyond their existing social media community.
Why are Lil Weirdos Mini Cookies a good back-to-school snack? The morning news anchor recommended Fat And Weird Cookie Company's Lil Weirdos Mini Stuffed Cookies as a back-to-school snack because of their size and format. The mini cookie portion is naturally snack-sized, easy to pack in a lunchbox or snack bag, and the stuffed center core makes each cookie a more complete flavor experience than a standard small cookie. They are available at Target, which is already a primary destination for back-to-school shopping. The anchor specifically said to pack them along with the kids on Monday during the live segment.
Where can I follow Fat And Weird Cookie Company for more updates? Follow Fat And Weird Cookie Company on Facebook, Instagram and TikTok for restock updates, new flavor drops, retail expansion news, and behind-the-scenes content including the kind of real-time documentation that took the brand from a home kitchen to a morning news appearance announcing a nationwide Target launch.
The weird hallway. The silent newsroom. The cookie butter eaten on live television before most people's alarms have gone off. Fat And Weird Cookie Company showed up at 5:30am, made it home by 6:45, and called it a win. Follow them on Facebook, Instagram and TikTok to stay with the story of what comes next for a brand that keeps doing things the hard way and making it look like exactly the right way to do it.
