Krispy Kreme has launched a festive-season campaign called #ThisOneStays, created with agency Social Panga and Yellow Shutter. The film positions the brand’s Chocolate Iced Glazed doughnuts as a familiar presence across the small, spontaneous moments that Gen Z friends share.
What the campaign shows
The film uses the phone camera roll as its central creative device. Scenes move through familiar faces, shared rituals and unplanned plans, with doughnuts appearing as a recurring detail rather than the focus of every frame. The idea: there is a doughnut for every moment, and the best moments tend to stick around.
The campaign tries to capture how Gen Z saves and revisits memories. Instead of leaning on grand festive moments, it pays attention to everyday get-togethers and casual celebration.
Why the camera roll works
Social Panga co-founder Gaurav Arora framed the story around small moments: “Life is really a collection of little moments, some planned, most not.”
Senior creative director Rohit Singh added that memory has moved from scrapbooks to phone galleries. The campaign wants Krispy Kreme to be one of the constants that keeps showing up in those saved snaps.
For Curefoods COO Gokul Kandhi, the opportunity is emotional. Gen Z is placing more value on shared experiences and small rituals than on product-only brand stories. The goal is to make Krispy Kreme part of moments that feel relevant, spontaneous and shareable.
The strategic shift
Krispy Kreme is using the campaign to move beyond being a treat-associated brand and into celebrations more broadly. The chocolate doughnut collection is positioned as a familiar favourite for festive gatherings, catch-ups and solo indulgence.
For marketers, the film is a useful example of fitting a brand into a routine rather than interrupting it. A few takeaways:
- Use phone-native formats such as camera rolls and galleries to make memory-driven stories feel real.
- Anchor the product to recurring micro-moments, not only big festive occasions.
- Let the emotional insight lead the creative while the product returns as a constant.
The campaign’s sharpest test will be whether the camera-roll idea translates outside the film into social formats where Gen Z already loops, shares and saves content. If it does, #ThisOneStays becomes more than a hashtag: it becomes a memory cue attached to the brand.
Source: MediaNews4U
