To celebrate the introduction of a limited-edition Throwback Party doughnut range, Krispy Kreme turned its Instagram page into a virtual arcade aimed at giving millennials a taste of their childhood.

In developing this campaign – which launched in Australia and New Zealand during April this year and concluded in early June – the doughnut specialist worked with The Monkeys, a Sydney-based agency.

Together, they created four mobile games, made accessible via a dedicated microsite, to celebrate each “throwback flavour”:

  • Finger Bun Fighter, a game in the mode of the iconic “Street Fighter” franchise;
  • Krispy Kart, where players race four-wheeled doughnuts;
  • Fairy Bread Fantasy, an adventure game in a dystopian doughnut land;
  • Brownie Batter Bash, involving a trampoline and tasty treats.