#2 Krispy Kreme Shopper Principles
Krispy Kreme (KK) had a challenge in their supermarket space – many of their 1,200 iconic cabinets were now out of sight from shoppers’ usual shopping journeys and half of all sales is based on impulse.
As their recent appointed shopper agency, Blackdog were commissioned to develop a Playbook to help deliver best-in-class shopper principles. We benchmarked best practice across other categories/brands and then filtered these insights into creating our masterclass in cabinet comms to help KK achieve more stand-out and tempt shoppers to indulge in the delights of doughnuts.
Our final task was to then develop and roll-out KK’s very first price value proposition, where we re-framed the cabinets’ comms to focus on the Original Glazed being available for £1.99 which ran for the first quarter of 2025.
“This was bang-on in the middle of what we call the ‘Retail Trinity’. A brand challenge in the retailer environment through the lens of the shopper. Going global from a UK start, was the cherry on the doughnut”
Josh Hatton Growth Director
#1 Tesco: The 4 Rs
We created Tesco’s platform for plastic reduction in 2019. We wrapped up all the great things Tesco were already doing or about to do in reducing, removing, reusing or recycling plastic as ‘The 4Rs’: a customer-facing platform, which was colour coded to bring clarity to customers.
“We’re proud of this one. It neatly highlights Tesco’s commitment to tackling plastic waste and it’s become part of the DNA of their packaging and comms around the subject.”
Phil Pawsey Executive Creative Director