Sticky Fingers, Rave Reviews

Carolyn Snell
1 day ago
3 min read

How Postcard Cabins turned a campfire classic into a signature amenity with Procure Impact.

A Gourmet Twist on a Campfire Classic

"Graham crackers are so out. Stroopwafel S’mores are in."

That's what a guest just shared on Tiktok after staying at a Postcard Cabin. As a Marriott brand managed by Hotel Equities, Postcard Cabins has redefined the campfire s’more as an unforgettable amenity. Glampers now unwrap a recyclable gable box and find something entirely new: a Stroopies S’more, where a marshmallow is sandwiched between two chewy, caramel-filled Stroopwafels.

It’s indulgent. It’s unexpected. Instead of a nostalgic idea falling flat, this fun twist has become a highlight of the Postcard Cabins experience — one guests are raving about, photographing, and sharing widely.

Listening to Guests

The inspiration started with guest feedback. While the nostalgia of a fireside s’more resonated, the actual experience fell short. Marshmallows that wouldn’t melt turned anticipation into disappointment, and guests were talking about it.

Hotel Equities wanted to keep the ritual alive but deliver it in a way that felt worthy of the moment — and of the brand. The goal was simple: keep the heart of the tradition while enhancing the flavor, quality, and convenience in a way that reflected the brand’s thoughtful hospitality.

Testing the Product First

The answer came in the form of the Stroopies S’more — a custom version of a Procure Impact product. Before designing packaging, Procure Impact worked with Hotel Equities to pilot the product itself at Postcard Cabins locations. Guests tried it. They loved it. Many called it richer, more satisfying, and simply better than the original.

The verdict was clear: Stroopwafels made the perfect upgrade. Once the product proved itself, we moved to design packaging that matched the Postcard Cabins aesthetic.

Designing the Right Package

The Procure Impact Studio team created a recyclable gable box with a vintage throwback look — playful and nostalgic, but with a fresh edge that fits seamlessly into the Postcard Cabins brand. The packaging made the treat feel special, like a keepsake or gift, elevating the experience before guests even took their first bite.

The back of the box tells the story — each stroopwafel is handmade by refugees in Lancaster, PA.

The Results for Postcard Cabins and Hotel Equities

The new amenity completely changed the guest experience. Influencers began posting Stroopies S’mores on TikTok and Instagram, driving organic buzz that extended well beyond the property. Watch the reel and see some of the reviews for yourself!

What was once a weak spot in the experience became a standout moment, strengthening both the Postcard Cabins brand, now a part of Marriott's new Outdoor Collection, and the broader Hotel Equities portfolio.

One influencer even called it a game-changer.

Sharing the Impact of the Partnership

Because of this partnership, Stroopies was able to hire several additional refugees in Pennsylvania. For team members like Khadija, the work has been life-changing:

“[Moving to the United States was] very hard for me, but right now, because I work here, I have family here, I have friends. I am so glad that I'm turning a new leaf.”

Stories like Khadija’s matter — and when guests understand the impact behind their experience, it creates a deeper connection. That’s why Procure Impact offers partners the ability to bring these stories to life through guest-facing videos, reels, and print assets created by our Procure Impact Studio team.

From behind-the-scenes impact footage to beautifully designed collateral, we help hospitality brands share the meaning behind amenities in ways that resonate with guests and strengthen brand loyalty.