Krispy Kreme Campaign

Primary Research

The survey we conducted allowed us to collection date from about forty respondents between the ages of 18 and 54.​ The main goal of gathering this information was to identify who goes to Krispy Kreme and how individuals feel about the brand.

Almost all respondents have a sweet treat frequently, but it is almost never Krispy Kreme. Most respondents said that the lack of convenient locations prevent them from going to Krispy Kreme. 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

Fall 2023
Senior Capstone

A marketing campaign using new and old media to rebrand and redefine the brand, Krispy Kreme and their audience.

Creative Strategy Brief

Big Idea: Krispy Kreme in New York City takes indulgence to the next level.

TV Advertisement

For our television advertisement, we decided to collaborate with New York Fashion Week to present alongside luxurious brands. The goal for the ad was to incorporate Krispy Kreme logo and branding while maintaining a high fashion feel. The end result highlighted a handmade dress from Krispy Kreme boxes, hats and tissue paper in a 30 second television commercial.

Art Director & Editor: Paige Mudd

Videographers: Ana Seifert, Jess Petersen, Paige Mudd 

Print Advertisements

Krispy Kreme x Vogue 

The second print advertisement was inspired by the New York Fashion Week collaboration as well as the notorious, high fashion magazine…Vogue.

Krispy Kreme x Broadway 

The first print ad incorporated Krispy Kreme into a Kinky Boots Broadway Playbill. This take for our print advertisement created a glamorous feel rather than the “All American” feel the doughnut brand portrays.

Krispy Kreme x Louboutin 

For the final print ad we wanted to incorporate something every New Yorker is familiar with, crosswalks and walking! Our target audience would not be wearing your everyday sneaker but probably something with a more luxurious feel like Louboutin.

Art Director: Mackenzie Van Dam

Out-of-Home Advertisements

Billboard Ad

For our out-of-home advertisements, it was clear these ads needed to convey a high-end, elevated feeling but keep the NYC feel. The locations needed to be areas our target audience would be able to see quickly and frequently such as on their commute to work. This allowed us to choose billboards located in SoHo and the tops of taxi cabs. Since our target audience would likely not be in a touristy area such as Times Square, nor taking the dreary and crowded subway. As a result, we placed our billboard in a more upscale and artsy area such as Soho where our target audience would most likely be found shopping. By utilizing the iconic magazine, The New Yorker, we incorporated another iconic feature of Krispy Kreme, the hot light. Therefor, to keep the New York theme we utilized a feature found throughout all of the city, street signs. Lastly, the advertisements needed to be simple so our target could quickly digest them due to their busy lifestyles and the speed of the city.

Taxi cab Ad

Art Director: Ana Seifert

Social Media

Instagram

Partiful

For our social media advertisements, we decided to use Instagram and Partiful, a party planning and evite app. To create synergy within our campaign between the viral video, print advertisements and social media posts, we decided to use a platform that is popular among older millennials alongside an up and coming app that resonates with our target audience lifestyle. Within our three Instagram and three Partiful posts, we showcased an upscale, luxury lifestyle through high fashion, designer looks and New York City lifestyle.

Art Director: Kelli Demkowski

Designers: Ana Seifert, Kelli Demkowski, Paige Mudd, Mackenzie Van Dam

Viral Video

Instagram Reels became our choice for our viral video due to its large popularity among Millennials and strong algorithms for vertical videos. Playing further into generational marketing, we decided that Taylor Swift would be a strong choice for the music due to almost half of millennial considering themselves “Swifties”. The song “The Man” encapsulates the mistreatment women face in the workplace. The video begins with a man running casually in an urban park and not too much later, a women sprints pass him. She is running toward her Krispy Kreme coffee which fuels her through her long day of success, even with obstacles such as mistreatment in the workplace.  

Branded Product Placement

The Morning Show features iconic actresses from the early 2000’s, Jennifer Aniston and Reese Witherspoon. The show takes place in New York City, where all our advertisements are based around. The location and starred actresses made this an ideal show for our target audience. We decided to place our product verbally in the pilot episode of The Morning Show and visually in the season finale and the third episode of season two. The reason we placed the brand product placement spread out is we believe that the audience would be more inclined to buy it if they were long-time viewers

Guerilla Marketing

For our Guerrilla Marketing Campaign, we decided the best location would be inside high-end bathrooms in places like Radio City Music Hall or stores in Soho. The restroom’s of would have bathroom attendants, courtesy of Krispy Kreme. These attendants would be dressed in polished suits, with the iconic Krispy Kreme paper hat to top it off. The attendants would have a Krispy Kreme box full of hand sanitizer, makeup tips, chapstick, tissues, lotion, and anything else our classy women would need to get through the day. On the mirrors, a vinyl sticker would be placed with words of affirmation. An example of one might be, “Krispy Kreme looks good on you,” implying the target audience has used one of the products from the box.

SQSP Magazine

Duolingo

Creatively Designed by KDA