STRATEGI
Krispy Kreme was entering the Spanish market with almost no brand awareness. Only around 15% of the population knew the brand, mainly from having tried it abroad, while the vast majority had no idea what Krispy Kreme was. The challenge was to turn a low-awareness launch into a high-impact cultural arrival, building mass visibility quickly while preserving the brand’s core asset: the strong emotional connection and positivity already expressed by its existing fans.
Instead of building awareness from scratch through traditional advertising, the strategy focused on activating and amplifying the brand’s existing love. Through social listening, we identified Spanish users who had previously shared positive experiences with Krispy Kreme and returned that “good vibe” with personalized actions, content and real-life experiences. This fan-first approach turned early advocates into storytellers, generating organic content and social momentum.
At the same time, large-scale sampling and street distribution across Madrid expanded the experience to new audiences, transforming goodwill into mass trial and turning the launch into a social and cultural moment driven by community energy.
SAMY 2025
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