Dodi Monahan
Brand & Integrated Marketing
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Krusteaz
Consumer Research / Brand Positioning / Visual ID / Brand Guidelines / Packaging / Retail POS and Activations / Website
/ Integrated Digital Campaign / Production / Social and Digital content
The ask:
Continental Mills came to us to first redesign the legacy brand Krusteaz and then support the launch of the new design with an awareness campaign.
The solution:
Krusteaz had been a long trusted legacy brand with consumers, mainly on the West Coast. The challenge was how to stand out in a crowded category against national brands. We first crafted a new design rooted in the trusted heritage brand elements and adding new mouthwatering, fresh-from-the-oven photography giving the brand updated but recognizable new packaging. In addition, to drive awareness on a national scale with competitor brands as well as increase use cases beyond just breakfast, we created an integrated campaign "Say It with Krusteaz", a series of relatable light-hearted, perfectly imperfect situations that create human connection over home-baked treats from Krusteaz.
Agency: Tether
