For the relaunch of the new Tastykake Mini Donuts packaging, which now comes in a resealable bag, the company branded a royal blue MINI Cooper and topped it with a frosted doughnut. The vehicle was the centerpiece of its sampling program, which visited malls, ballparks, retailers and high-trafficked areas in the brand’s hometown of Philadelphia from April 9 to May 6.
“The Tastykake brand is well known for its iconic snack cakes, such as Kandy Kakes, Krimpets and Cupcakes, but we also make really good doughnuts,” Brent Bradshaw, vp-marketing at Tastykake, told Buzz. “Through this campaign, our goal was to reinforce that message to consumers and generate trial of our new mini donuts, both the bag and single serve versions. We believe the connection between the vehicle and our mini donuts is both fun and engaging for the consumer.”
Though the centerpiece of the campaign was the vehicle, the brand’s mascot Kirby the Krimpet also made appearances. On May 3, the street teams visited all the police stations and firehouses in metro Philly to distribute doughnuts in appreciation of the work policemen and firemen do for the city. And, brand ambassadors handed out drivers to the brand’s Facebook contest, giving consumers a chance to enter to win a MINI Cooper through May 21. Agency: Eventive Marketing, New York City; Build: Turtle Transit, Lancaster, MA.