Pioneers for many years in the world of food innovations our client La Lorraine had developed a disruptive and rebellious player in the donut category with their brand ‘Donut Worry Be Happy’. After success in the fresh bakery department in supermarkets here in Europe, they looked to grow the brand further by stretching to the frozen packed part of the store and entering the highly competitive US market.

Taking into consideration the competitive context of the US retail market, and how packaging operates in their huge Costco warehouse stores, we had a singular drive to make as much impact as possible. This brand is all about exuberance, indulgence, and unadulterated fun, with a range of expressive donut innovations each with their own unique creative character. With names such as Cramazing, Coconutti, Strawberry Jelly and Berry White, it was paramount to zoom into their specific taste experience and deliver on delicious appetite appeal.

Product innovation, visibility and character was key, looking to catching the eye of time strapped consumers, bombarded by thousands of visual messages in an extremely busy environment, on the lookout for a very special treat.