Krispy Kreme has taken a novel approach to combat the new Less Healthy Food advertising restrictions, developing two separate executions of its new ad campaign, one with the doughnuts on display, the other simply focusing on the joy of opening a box.
Breaking this week, ‘It could only be Krispy Kreme’ is the first activity by Ark since it was appointed in January this year; it also marks Krispy Kreme’s first-ever brand campaign for the UK and Ireland.
At its heart is a simple but powerful insight: when a Krispy Kreme box appears, something magic happens.
Running across SVOD, digital and radio, the assets have been developed to work with and without the product to ensure compliance with the new regulations.
Working alongside independent media agency Bicycle, the campaign focuses on the shared occasions – family nights in, celebrations, and milestone moments.
The pre-watershed film, directed by Abdou Cissé through ProdCo, opens in a family home as the dad enters the living room with a Krispy Kreme box, as he opens the lid “magical characters” emerge from the walls and furniture as a choir sings a “joyful” Krispy Kreme chorus. When the box is shut, however, the music stops and the characters disappear.
Krispy Kreme marketing director Jane Walker said: “Krispy Kreme has always been about more than our melt-in-the-mouth doughnuts – it’s about that unmistakable feeling of happiness that sparks when the iconic box opens.
“Our first-ever brand campaign brings this to life with real warmth and a touch of magic, capturing the joy that makes Krispy Kreme so special. After all, ‘It could only be Krispy Kreme’.
Ark founder Mat Goff added: “Have you treated yourselves to a Krispy Kreme Original Glaze recently? Have you treated the family? Have you treated your colleagues? You should, you must – they are an absolute rhapsody in the mouth. It’s been a real privilege and a pleasure for Ark to work with the Krispy Kreme dream team on bringing this special brand to TV for the first time.”
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