Krispy Kreme
Deliciously successful guiding principles
Retail Excellence Marketing Playbook
HFSS legalisation resulted in the iconic Krispy Kreme cabinets moving from the front-of-store in supermarkets to areas such as Food To Go, meaning less footfall and visibility.
To ensure standout in a busy environment we devised a 12 Point Playbook that served as a ‘best-in-class’ guide to excellence in shopper marketing.
“The playbook has been so well-received in the uk it’s now being used by the global team”
Winning in-store
Messaging, design principles and tips & advice around promotional activations were included in the guide.
Owning the space
Each unit was a prime opportunity to highlight key messaging in a very busy environment.
