SPEC WORK

An ode to the humble Halloween doughnut.

CHALLENGE: Create a one page Halloween themed ad for Krispy Kreme.

APPROACH: Whether you’re a limited edition lover or a stan for a standard Original Glazed, this one’s for you.

Just like a (not so spooky) séance, the copy summons everyone to head to Krispy Kreme this Halloween – whether they’re a fan of the holiday or not. The creative mirrors this with a subtle nod to dressing up, placing a ‘costume-wearing’ limited edition menu highlight beside the ‘costumeless’ Original Glazed. I also wanted to move away from classic Halloween copy tropes, throwing ‘doughnut eaters’ in with ‘trick or treating’ to subvert expectation and reinforce Krispy Kreme’s playful tone of voice.

This piece of spec work won me the Word Tonic x Krispy Kreme copy challenge in October 2023. And yes, the prize was doughnuts. 24 of them. Yum.