Aliments Krispy Kernels called upon Espace M’s media expertise, in collaboration with PIGEON agency, to revitalize its iconic brand. The objective: modernizing the brand’s image while highlighting its rich heritage, unique strengths, and the quality and diversity of its products.
Following a comprehensive strategic analysis, a new brand platform emerged, showcasing a bold tone and a distinctive visual identity. The new packaging design, boldly deviating from market standards, supports this differentiation strategy. The iconic brand symbol has been simplified and prominently positioned at the center of the packaging, complemented by the strong signature color, Krispy Kernels red, enhancing immediate brand recognition. Product visuals also take center stage, with static images for single nuts and dynamic visuals for nut mixes. Product navigation has been redesigned based on seasoning types and mixes, enhancing user experience.
To effectively support this relaunch, Espace M orchestrated a dynamic, multi-platform advertising campaign around the catchy slogan “Krispy que c’est bon!”
Jean-François Béliveau, Creative Director at PIGEON, explains: “Spontaneous reactions are the most authentic. When we experience something memorable, we express it. That’s exactly what happens when someone tastes Krispy Kernels for the first time: the reaction is immediate, genuine, and often summarized in one phrase—it’s really good!”
Renée-Maude Jalbert, VP Marketing at Aliments Krispy Kernels, adds: “A proudly local brand naturally deserved a mnemonic phrase as its campaign signature to firmly establish its name in the minds of consumers in Quebec, and eventually across Canada. We wanted to present the brand in a fun, vibrant, and exciting manner, placing it top of mind for consumers.”
The media strategy developed by Espace M includes integration and sponsorship of TVA’s show Sortez-moi d’ici, targeted web banners, as well as creative content on social media and YouTube, featuring a brand-new catchy jingle. This integrated approach effectively positions Krispy Kernels to strengthen its connection with consumers and achieve sustained market distinction.
Source: Grenier
