The Ask: 

Strategy:

Re-position Glonuts as a healthy, quality “donut” that meets a new, mindful-eating need state for the same Gen Z consumer. Continue to attract a health consciousness Gen Z audience who are looking to enjoy a donut that’s less about indulgence and more about satisfaction. The difference between indulgence and satisfaction is the brand space we want to own. Develop messaging around Glonuts, giving value and benefits to the overall experience. Embrace the goodness of health benefits without giving up the taste credentials.They want a treat that feels like self-care, not a compromise.

Creative: 

Bring the strategy to life through creative concepting in order to:
• Reframe Glonuts for their current audience (Gen Z) in terms of a new need state.
• Elevate the brand image from loud to luxury.
• Highlight health and taste as equally important
• Define the core idea and personality of the brand – how it speaks and behaves –consistent with strategy.
• Develop a lifestyle campaign to bring more personality and context to the brand.