Bringing together two iconic brands, Myprotein and Krispy Kreme have joined forces to put a nutritional twist on one of the world's most recognisable sweet treats.
We caught up with Luke Wallworth, Partnerships Marketing Manager at Myprotein, to go behind the scenes of the collaboration, exploring the creative thinking, product innovation and cross-team collaboration that brought it to life.
How did the Myprotein x Krispy Kreme partnership first come about, and what made it the right fit for both brands?
Partnering with an iconic brand like Krispy Kreme that is renowned for creating the world’s tastiest doughnuts, only helps reinforce Myprotein as the home of the best tasting nutrition. We are always looking for ways to lean into consumer trends and bridge the gap between indulgent sweet treats and nutrition, and our partnership achieves just that. For Krispy Kreme, it’s another, exciting step into the nutrition category and gives their customers around the world a brand-new format to experience the iconic taste. The partnership brings two global brands together to leverage each other’s category credibility.
How did you bring Krispy Kreme’s iconic flavours to life in the new Impact Whey release?
From a marketing perspective, we anchored the whole campaign around Krispy Kreme’s beloved taste. From flavour-led hero launch videos, campaign key visuals that featured Krispy Kreme Original Glazed (TM) doughnuts paired with delicious milkshakes, and talent concepts tailored to the delicious flavour of our Impact Whey Milkshake collab, we ensured that taste was the clear USP for this launch. From a product perspective, we’ve got our wonderful NPD team to thank for that. Months and months of work to perfect the flavour, which included actually flying over to the US to work collaboratively with the partner and ensure the product was very much inspired by the iconic taste of Krispy Kreme. We’re very lucky to have such a talented team of product technologists who are always striving for innovation that tastes amazing.
What did the journey from the initial idea to launch look like, and were there any unexpected challenges or standout moments along the way?
A hugely collective effort from almost every department at both Myprotein and Krispy Kreme, is what turned the marketing launch from concept to reality. Almost daily conversations with the partner, regular calls and meetings both with internal teams and the Krispy Kreme team, dozens of briefs, countless rounds of creative and stakeholder approval from both sides plus so much more. In terms of challenges, when working on a license launch, there are always times that both parties need to step outside of their guardrails and play in an area that appeals to both brands. This can sometimes be new territory and comes with challenges, and it’s about navigating those challenges to find a solution that everyone is happy with.
What’s been your personal highlight of working on this collaboration, and what are you most excited for people to discover about the new release?
What I love the most about my role at Myprotein is that I get to touch almost every part of a license launch. From packaging briefs to artwork rollout and channel activation, I’ve got to really play a part in growing the Krispy Kreme partnership from a simple concept to a soon-to-be global launch. That’s a thoroughly rewarding journey to experience. I’m very excited for everyone to discover just how delicious our Impact Whey Milkshake collab tastes, and what we’ve got to come with Krispy Kreme as we’re just getting started.