Background:
Food on the go is a key category to the 7-Eleven offer and contributes to 38% of the total food gross profit. Since introducing Krispy Kreme doughnuts into the 7-Eleven’s sweet food offering, it has driven increased engagement and foot traffic. To follow the success of major collaboration launches, 7-Eleven collaborated with Krispy Kreme and Hershey’s to launch 2 Krispy Kreme Hershey’s Cookie ‘N’ Crème doughnuts in 2018.

Insight:
Australians spend 50% of their total income on experiences, and in this case Australian’s were quite driven by the excitement of trying something quite new and different.

The Challenge:

To bring Krispy Kreme and Hershey’s newest doughnut offering into 7-Eleven stores across the country for a limited time only. Krispy Kreme worked closely with Hershey’s to create a deliciously authentic Cookies ‘n’ Kreme doughnut that is just like “biting into the iconic American candy bar”. Powerful instore theatre and POS was required to launch the partnership of these 2 iconic brands.

The Activation:
To bring krispy Kreme and Hershey’s newest donut collab into 7-eleven stores, we wanted to bring the delicious imagery to drive appetite appeal and ease of shopping to the fore. The path to purchase touchpoints were developed to catch attention and drive appeal.

The Results:
The brand collaboration was a huge win with bringing in new and exciting news to the store, with getting majority of the vendors taking and creating the entire campaign in-store in its entirety.

Skills: