Ark launched Krispy Kreme's first brand
campaign in the U.K. and Ireland.
It is the agency's first work since being appointed lead creative agency in January. The spot runs on SVOD, digital and radio.
The "It Could Only Be Krispy Kreme" ad depends on singing, not dialogue. As soon as a doughnut box is opened. music appears and people
gather. The twist on convention: It's the box, not product shots, that takes center stage.
The work is directed by Abdou Cissé through ProdCo.
Bicycle handled media.
Edward Usher, creative partner, ARK, said: “We knew we had to make something special, especially as they’ve never done a U.K. and Ireland brand campaign before. But that just makes what
the team produced all the sweeter — it’s fun-filled, fresh and could only be Krispy Kreme.”
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Jane Walker, marketing director, Krispy Kreme, added: "Krispy Kreme has always
been about more than our melt-in-the-mouth doughnuts — it’s about that unmistakable feeling of happiness that sparks when the iconic box opens. Our first-ever brand campaign brings this to
life with real warmth and a touch of magic, capturing the joy that makes Krispy Kreme so special."
Founded in 1937 in North Carolina, the food brand is now owned by JAB Holding Company. The
original logo is still used today. There are 1,600 Krispy Kreme locations worldwide.
Ark's creative work includes Huel, Lofberg's, Magners and Binance.