The Schär Christmas campaign, known as "The Cookie," centers on creating an inclusive holiday experience for everyone, particularly those with dietary restrictions. The campaign introduces the idea of baking gingerbread cookies in different shapes and forms to represent the diversity of people celebrating Christmas together.

It emphasizes that no one should miss out on shared meals, particularly during the holidays, by offering gluten-free recipes and engaging users with creative tools like an Instagram filter to personalize their gingerbread avatars.

Schär makes a statement that everyone—regardless of dietary needs—can be part of the joy of Christmas, particularly when food brings us together. This campaign beautifully merges fun, social responsibility, and brand engagement.