Krispy Kreme was launching a limited time range of doughnuts that were inspired by classic American diner dessert flavours. Our brief was to drive interest and trial of the product. YOY sales increase compared to the last limited dessert range.

At the core of the campaign, four songs were written for each of our classic flavours. These could be explored via HTML5 Jukebox on the Krispy Kreme website. Specially customised ‘Jukebox’ Krispy Kreme boxes with built-in speakers could be paired with our Spotify playlist to bring the sounds of classic America to our customers. These were sent to media, influencers and were given away to a few lucky Krispy Kreme customers.

The songs were amplified via a Spotify partnership that featured not only audio ad placements, but also a customised campaign hub within Spotify itself.

The campaign ran for six weeks. This was national campaign, with a focus on NSW, VIC, QLD and WA.