Krispy Kreme | Campaign

Challenge

Reposition Krispy Kreme for as a high-end brand

Contribution

Art Direction, videography, Campaign Design, Deck Design

Programs

Adobe Illustrator, Photoshop, Indesign, premiere pro, & after effects

Team: Sweet Tooth Agency

Paige mudd, Art Director
Mackenzie Van Dam, Art Director & Copywriter
Kelli Demkowski, Account Manager & Strategist
Ana Seifert, Creative Brand Manager
Jess petersen, Strategist

It's time to take indulgence to the next level

Primary research

We conducted a survey, with approximately forty respondents between the ages of 18 and 54. Our main focus was on the number of respondents who go to Krispy Kreme and how the brand makes them feel.

Most respondents have a sweet treat sometime during the week, but it is almost never Krispy Kreme. They often opt for another fast food establishment that specializes in desserts.

The main reason that respondents do not go to Krispy Kreme is because of the lack of convenient locations. They may have a Krispy Kreme within a 30-minute radius, but they are not as inclined to visit compared to closer establishments.

We also conduce a series of interviews that yielded similar insights.

Creative Strategy Brief

print

Question: How do we appeal to the audience in an authentic, high-end way fashion style?

Strategy: Utilize high-end tourist attractions and brands to collaborate with our brand.

Krispy Kreme x Broadway

A glamorous brand deserves to be paired with a glamorous show, such as Kinky Boots. This advertisement would be placed in Broadway playbills.

Krispy Kreme x Vogue

Styled like the stunning covers of Vogue magazine, this advertisement would appear in high-end fashion magazines.

Model: Jordan Hundley

(@jordanhundley13 on Instagram)

Krispy Kreme x Louboutin

The iconic red color of the bottom of a Louboutin heel matches perfectly to the red of

the Krispy Kreme logo. This advertisement would be placed

in high-end fashion magazines.

Art Director: Mackenzie Van Dam

Television

Krispy Kreme would collaborate with New York Fashion Week to present a show alongside other high-end fashion brands. They would showcase attire from new and upcoming designers. The end result was a new line of Krispy Kreme fashion, and a :30 television commercial.

Art Director & Editor: Paige Mudd

Videographers: Ana Seifert, Jess Petersen, Paige Mudd

Model: Jordan Hundley (@jordanhundley13 on Instagram)

Music by Prod. Joe Gautrey.

Guerrilla Marketing

What is the most glamorous place in New York City? A public restroom. A restroom attendant will stand in luxurious restrooms around NYC, such as in Radio City Music Hall. The attendant will have a box with various goodies, including makeup wipes, mini hand sanitizer, chapstick, and anything else you need to elevate your day.

There are also positive affirmations on the mirror to uplift individuals. One saying, "Krispy Kreme looks good on you," implies that an individual used some of the goodies from the attendant.

A demonstration of how the Krispy Kreme restroom attendant would function.

Art Director & Editor: Paige Mudd

Videographer: Mackenzie Van Dam

Businesswoman: Kelli Demkowski

Attendant: Paige Mudd

social media

Instagram

Instagram was the obvious choice for our primary social media platform. We wanted to strengthen Krispy Kreme's following utilizing both the main feed and the explore page. Our advertisements stand out, with a stark black background and brightly colored photographs on top.

Art Director: Kelli Demkowski

Designers & Photographers: Paige Mudd, Mackenzie Van Dam, Ana Seifert, Jess Petersen

social media

Partiful

Partiful is a brand-new social media platform that focuses on event management. Similar to platforms like Evite, Partiful is a fun, fresh new way to host events. The platform does not have advertisements yet, so we decided to focus on building community events that happen in Krispy Kreme, whose core values align with strengthening the community around them.

Art Director: Kelli Demkowski

Copywriter & Photographer: Mackenzie Van Dam

Viral Video

Instagram Reels

What is better than racing a man while in high heels? This Krispy Kreme advertisement showcases female empowerment, especially for businesswomen. We looked at some of the most powerful businesswomen, such as Beyoncé, Lady Gaga, and Taylor Swift to create a humorous, strong advertisement.

Art Director & Editor: Paige Mudd

Videographer: Mackenzie Van Dam

Man Running: Matt McPherson

Businesswoman: Becca Stehle

Music by Taylor Swift "The Man" from the album, Lover

out-of-home

Billboard

New York City is characterized by its billboard advertisements. However, instead of a touristy place, such as Times Square, we decided to move our billboard into the SoHo area. This high-end fashion part of New York was the perfect place for our target audience to take notice.

We decided to make a play on The New Yorker covers, since they are widely held in good regard, especially among the art community. We thought it would be eye-catching, and bring a positive, sophisticated atmosphere to Krispy Kreme.

The final design would feature a working light, that would correspond with the "Hot Doughnuts Now" to light up at the same time. This would indicate that doughnuts nearby are freshly made.

Art Director: Ana Seifert

out-of-home

Taxi Cab

The subway is drab and crowded. Our target audience does not take the subway. Instead, our target commutes by taxi, where she does not need to interact with the grimy, bustling areas. An advertisement on top of a taxi cab is the best way to reach our target audience.

We decided to put a spin on a typical "One Way" sign by making it your next stop. It implies that the way to go is to Krispy Kreme.

Art Director: Ana Seifert

Branded Product Placement

Read the script we created!

The Morning Show was the perfect choice for Krispy Kreme's branded product placement. The show features iconic actresses from the early 2000’s, including Jennifer Aniston and Reese Witherspoon. The show takes place in New York City, where all of our advertisements are based around.

We chose to place our product verbally in the very first episode of The Morning Show and visually in the season one finale and the third episode of season two. By having the placements spread out, we thought the audience would be more inclined to buy it if they were long-time viewers. We also decided to keep one placement at the beginning to profit off of those who are rewatching.

Art Director: Jess Petersen

Copywriter & Script Writer: Mackenzie Van Dam