A Krispy kind of rebrand
Krispy Kernels, a Québec-based brand established in 1953, was slowly fading from the spotlight and needed a fresh chapter. The goal was to modernise its image while preserving the core of its heritage. PIGEON led a strategic brand rethink to reconnect Krispy Kernels with a new generation, without compromising its DNA.
We developed a dual-language campaign anchored in distinct insights. Keep it KRISPY tapped into the everyday need for a snack that goes the extra mile. Something satisfying, energizing and just a bit bold. The line framed Krispy Kernels as the go-to companion for life’s “more” moments, blending punchy attitude with appetite appeal.
Our creative vision was to inject a dose of fun to bring that idea to life and make the brand feel more vibrant. On pack, we gave all products one main colour to drive impact, boost recognition and create an unmissable shelf presence. We revived the mascot in the logo, gave the nuts a playful spin and unleashed the full force of their unforgettable flavours. To launch the new platform, the campaign highlighted that everything tastes better when it’s fun.
We brought this idea to life with a tone that feels authentically local, rolled out across Québec with a TV sponsorship (Sortez-moi d’ici), YouTube videos, social media, web banners using dayparting and pre-roll ads on connected TV. The campaign repositioned Krispy Kernels as a dynamic, flavourful, and contemporary local brand.
