New summer

Blossom Donut Collection

CHALLENGE:

Client: Krispy Kreme

Campaign date: May 2024

INSIGHT:

STRATEGY:

Krispy Kreme needs to maintain relevance and excitement among younger, trend-savvy consumers during a highly competitive and saturated summer snack season. Consumers are looking for newness, visual appeal, and a sense of experience in the products they purchase — especially for sharing on social media.

Summer is a time when people actively seek vibrant, shareable experiences — from travel and festivals to food and fashion. A donut that’s both visually stunning and bursting with unexpected seasonal flavors taps into that desire for novelty and joy, making it a perfect way to "taste the season" and share it with others.

Position the Blossom Collection as the must-have summer indulgence — a limited-edition, Insta-worthy treat that offers a mini escape with every bite. Lean into storytelling around seasonal joy, encourage social sharing through UGC (user-generated content), and partner with lifestyle influencers to amplify visibility. Highlight the collection as an edible bouquet: vibrant, playful, and only here for the summer.

This campaign was developed as part of my multimedia class, where I combined creative storytelling with AI design tools to bring my vision for the Blossom Donuts to life.

Tactics include out-of-home placements on buses and highways, along with an experiential activation: a branded donut bus cruising through downtown, surprising passersby with free Blossom Donuts and inviting them to taste a piece of summer.

The Collection

The Blossom Donut Collection features four flower-inspired donuts, drawing inspiration from the vibrant blooms of summer. The collection also includes Krispy Kreme’s best-selling classics, such as iced donuts and original glazed donuts.

Inspired by the kaleidoscope of colors and fragrances of summer, the Blossom donuts are a refreshing escape, bursting with unique flavors and adorned with delightful details. Each one is a delightful surprise, a taste of summer paradise, and a reminder that Krispy Kreme is always innovating to create experiences that are as special as the season.