Dynamix gives Krispy Kreme Aussie makeover
Popular doughnut retailer Krispy Kreme has launched a range of Australian-flavoured doughnuts with an “Australiana” themed campaign, created by Sydney agency Dynamix.
The “Australiana” autumn campaign, breaking in press on 20 April, is a thematic departure from Krispy Kreme’s usual “flavour” or “occassions” marketing approach and celebrates household-name Aussie treats, doughnut-style. The campaign is also noteworthy because Krispy Kreme does not traditionally use press advertising.
The new doughnut variants, “Iced Dough-Vo” – a unique take on Arnott’siconic “Iced Vo Vo” – and “Rocky Road” doughnut and milkshake hitKrispy Kreme’s 58 stores on Tuesday 13 April. The selling period endson 8 June.
The campaign includes press ads in Woman’s Day andTake5 magazines, extensive in-store elements (such as posters, countercards, flyers, menus and retention vouchers), sales promotions, eDM,customisation of the Krispy Kreme website and corporate mail drops inbusiness areas to promote the Dozen Delivery Service.
Anonline store, which went live on 14 April,allows customers to order their doughnut deliveries from today untilMonday 8 June.
The target audience is Krispy Kreme’s existingcustomer base as well as potential new customers, and the retailer’sFriends of Krispy Kreme database and corporate database Dozens Delivery.
“Ina traditionally low sales period, the challenge was to build excitementand sales around something more than just a new flavour,” Dynamixcreative director Ryan Hill said.
“How do we define the taste ofAustralia? The campaign was created to evoke an emotional and nostalgicresponse to classic Australian childhood treats, but this time evenbetter as Krispy Kreme brings a premium twist.
“We achievedthis by creating a classic Aussie family setting, the backyard,complete with all the iconic trimmings, the hills hoist, the Victorlawnmower, good ol’ Bluey the dog and then added the two delicious herodoughnuts. The compelling ‘Fair Dinkum’ headline threads all thecreative elements together resulting in a truly Aussie campaign.”
SylviaJenson, Krispy Kreme marketing director, said: “The Australianacampaign is the perfect vehicle to help us achieve an immediateemotional response among consumers while highlighting the Krispy Kremebrand’s sense of fun.”
32 Comments
Fine. Aussie classics. Good stuff.
But now press is a “non-traditional approach”?
Oh, my mistake, I thought Krispy Kreme was a recent import from the US. Turns out It’s been an old aussie staple since way back. The diggers were munching on them at Gallipoli, Bradman enjoyed them between innings, and Ned Kelly held up the original Krispy Kreme store back in 1879. Whaddya know?
They’re certainly not Aussie advertising classics.
and not Aussie.
Just because there’s a dog and a clothesline, of which specific types I am aware, it doesn’t make it Aussie.
Krispy Kreme will never be Aussie, and I’m not sure if that’s such a problem for the brand.
you wouldn’t realise but krispy kreme australia is 100% australian owned, and from day one, completely independent from US. they’ve gone a far cry away from the US model. the fun take on aussie household staples such as “dough vo” works in making it not just about the product but a brand symbol; fair dinkum speaks to current times and finacial pressures on middle australia. it says, kk’s are not just for special occassions (once every 3-6 months) but everyday special (every 3 weeks).
Should have given it that pseudo-70s feel, maybe a guy called Barry, sideburns, crowds of people near a beach. Then it would have been an Aussie original.
Regardless of ownership, the image which Krispy Krap has pumped for the last few year has always appeared to be American. From the brand logo, the staff uniforms, store layout and essentially, the product ALL appear American. Australians actually like this – hence it’s success.
I bet 99% of current customers have no idea it’s got Australian ownership.
The point is that this will look like a poor effort by an “American” brand trying to push the Australian image on buyers.
I really think this will generate a few quick sales but over time these types of campaigns begin to get weak and bring the brand down or do something DIFFERENT!
It’s Kwality with a Kapital K.
Throw ‘Fair Dinkum’ in there, retain your German spelling of Crispy Creme and the Aussies will be lining up in droves. *BZZZZZZZZZ*
The rumour marketing about people taking them in planes back to their home states was a much better business move than this Krap.
It’s so not an Aussie brand – and it shouldn’t try to be!
People ‘aspire’ to it because of references in movies, magazines and TV shows – like another brand, Starbucks!
Wouldn’t it work better to play up something like retro American diner thing – think ‘Happy Days’ or Grease or American Grafitti…..etc….etc….as said by 8.00om, this seems to be reflected in their font, uniforms.
I just don’t get this campaign?
Art direction / illustration looks like it was done by a graduate.
Sorry.
Shit advertising for a shit product. It works.
Target audience:
Obese morons from the outer suburban and rural fringe, who aren’t even smart enough to connect their two-dozen a week donut habit with their obesity (“it’s my glands”)
So yeah, this stupid campaign is probably right on the money.
Fair Dinkum?
Fucking hell.
Fair dinkum?
Fair suck of the sav.
nice illustrative work. looks like a bit of fun for a retail promo.
really cant imagine this is a long term brand positioning though!
Best thing since blue carpet.
fail
It’s a doughnut stupid…
Eat them and enjoy life!
Well here is an array of subjective opinions that do not inspire or educate, it would be nice to hear some interesting points on how this “works” or does not work.
the style is strong and looks to be in keeping with the fun energetic brand, weather the brand is Australian really means nothing, we are in Australian and talking to Australians, lets face it, not many people in Australian are from Australia either!
i feel like buying a doughnut, so it’s done it for me.
Looks great online – I think the colours on the above pieces have gone schizo and are maybe not a true representation of the work? It’s good fun and engaging and you know what’s on offer, so it works for me. No need to make it more complicated than that.
Walter,
Yes, we are in Australia talking to Australians. But guess what? The allure of Krispy Kreme has always been that it’s NOT from here. What’s enticing is that it’s from a far away place, nothing like Australia, that we only really know from the movies or books.
Do anything that tries to ‘make it Australian’ and you lose that allure.
Yes they will make sales off it. But that’s simply because they’re advertising now, where as previously they didn’t.
But instead of selling an image of a retro world far away, they’re now just flogging fat and sugar, like all the other donut places. So their competitive advantage (that they truly have an interesting heratige) is lost.
Which it why I’d argue that this is also an opportunity lost.
And did it really make you feel like buying a doughnut?
Think you guys are missing the point. the campaign is aussie, because the doughnuts this time are aussie in style. Krispy is not laying great claims and pulling on the heartstrings of your patriotic aussie heritage coff holden coff. its just celebrating it.
I like the art direction of this- it is stylish and very different from all the other stuff you see around.
11.35am, when you say “I like the art direction – it is stylish”
do you mean “stylish” as the rest of the English-speaking world understands the term, or do you use the word “stylish” when what you really mean is “looks like it was created by year 10 graphic design students”.
Dear 11.35,
If they aren’t trying to pull on any patriotic heart stings, why the Hills Hoist and use of ‘Fair Dinkum’? They’re just as cliched heritage cues as a Holden car.
So whatever the point is, it looks very much like it is desperately trying to be Aussie.
But maybe I’m just not clever enough to really ‘get it’.
I much rather the forum discussion now,
Yes i order a dozen for my office, they are a bloody taste sensation.. mate!
Fair dunkin
crikey, it’s not a repositioning of the brand, cobber. just a tactical promotion for an “australian flavoured” variant. what’s wrong with a little localization? did you rail against red rooster’s hawaiian burger? mcdonald’s spicy chicken wings? or hungry jack’s (burger king’s) aussie burger? i’m pretty sure the “allure” of krispy kreme isn’t its country of origin but, rather, the coma-inducing levels of sugar. strewth, we’re looking at a donut and all you can see is the hole.
Well stone the crows Rich,
I see where you’re coming from. Except I already knew what Red Rooster & Maccas were all about before their spicy chook etc promos. They had established brands and those promos were a small portion of their advertising.
These ads aren’t just the bulk of Krispy Kreme’s advertising. They’re all of it.
Which is why it still looks to me like an opportunity lost.
If you really thought KK could charge a premium purely on their sugar content alone, you’d be mistaken. Every doughnutiare (not sure what else to call ’em) puts a ton of the stuff in, so there must’ve been something else that set them apart.
Just a crazy thought, but it might’ve been the brand.
This is very deep startegically with awsome execution. Makes me very proud to be in the fair dinkum aussie advertising business. Not.
they don’t even need an ad campaign to sell the donuts
It’s amazing that an ad that provokes no response in the general population can provoke a deep discussion about the strategic angle behind it.
This ad has less strategic insight than a suicide bomber.