We centred the campaign around the iconic Original Glazed doughnut, highlighting its freshness and irresistible Krispy glaze through photography of the doughnut being torn open, as well as the classic image of it passing through the glazer. This approach emphasises the doughnut’s unique melt-in-the-mouth texture and enduring appeal, celebrating the treat that has defined Krispy Kreme for decades.
We were the first global market to reveal the new Krispy Kreme brand look and feel, including a fresh typeface. Typography, guided by insights from consumer testing, also played a key role in helping our global team develop the new Krispy Kreme brand guidelines.
The campaign featured mouthwatering, close-up photography that captured every detail of our doughnuts. Each shot highlights the delicate textures, the glossy glaze, and the irresistible, fresh-made appeal. By focusing on these intricate details, we aimed to stir cravings and showcase the true artistry of our doughnuts, making their deliciousness undeniable.
The campaign went beyond still photography, immersing viewers in the mouthwatering details of our doughnuts through dynamic close-up motion video and animated typography, focusing on the glossy glaze and delicate textures.
As part of the campaign, we redesigned the homepage, PDP, and PLP to introduce warmth and crave-inducing imagery. Key assets, including the refreshed "Made Fresh Daily" lockup, were also updated to enhance the user experience.
Additionally, we rolled out updates to our welcome CRM journey and app assets for a cohesive brand experience.
Indescribably Irresistible
How do you even begin to describe the melt-in-the-mouth, light, fluffy cloud-like softness of a truly unique doughnut? At Krispy Kreme, we know our doughnuts are so irresistibly irresistible that words alone can’t do them justice. That’s why, with our biggest range refresh in 20 years, we didn't just launch a new core range; we're generated buzz with fresh, crave-worthy imagery and a revamped global look and feel for the Krispy Kreme brand. We invited our devoted fans to help us express the exceptional delight of our innovative offerings, celebrating the treat that has enchanted taste buds since 1937.