The Challenge

SOCIETY STUDIOS was tasked with building hype for the return of Krispy Kreme’s iconic South Australian collaboration with Farmers Union Iced Coffee, maximising sales during a limited release time. 2022 was the second year for the collaboration, dampening the newsworthiness of the partnership, so the challenge was finding another angle to gain traction with media and consumers.

The Solution

SOCIETY STUDIOS chose to lean on the Farmers Union Iced Coffee brand as a well known, South Australian icon that has significant value with consumers. Playing with the consumer insight of FUIC and doughnuts being a traditional tradie snack, SOCIETY STUDIOS developed a gifting list of local building sites and influencers in the building and landscaping industry. This angle was also used across the press office to further promote the brand synergies. SOCIETY STUDIOS also engaged former House Rules contestants, Lisa and Andy, as brand ambassadors for the collaboration, using them as talent in a range of videos filmed at building sites around the state. SOCIETY STUDIOS directed taste test videos, led by Lisa and Andy, with local tradies which were then edited into snappy social media content and used across Krispy Kreme owned channels. Lisa and Andy also promoted the collaboration to their own audiences with Instagram takeovers throughout the campaign.

The Response