The company then began expanding its presence online as well, including becoming active on social media. Its Facebook page grew to 55,000 fans by 2010. This grew to 170,000 by 2017, aided by additional social media campaigns on Twitter and YouTube and Instagram. The company employs a social media manager and built a marketing strategy of engaging with fans online. Otherwise, the company does not invest heavily in traditional marketing campaigns, particularly in its traditional home markets, though does some advertising when it introduces new or seasonal flavors. Loyalty programs and direct mailing campaigns have been introduced over the years as well.