Krispy Kernels has upgraded its packaging and developed a new brand platform in an effort to better reflect its value proposition and appeal to younger consumers.

Jean-François Béliveau, creative director at agency partner Pigeon, says the packaging refresh addresses a number of strategic objectives that Krispy Kernels has been eager to implement for the past couple years.

A new red colour palette prominently featuring the brand’s trademark face logo and an updated standup pouch to accommodate retailers moving from pegboards to shelves are among the changes. Recyclable and resealable items also feature prominently in the new packaging.

Renée-Maude Jalbert, VP of marketing at Krispy Kernels Foods, tells strategy that consumer demand spurred the packaging refresh and that products were resized to bring down prices.

The campaign signature “Keep it Krispy” has been rolled out in Quebec and will eventually be a focus across Canada as the brand expands. Bags were also “tattooed” with a Maple Leaf and “Keep it Canadian” messaging was deployed on social media to highlight the brand’s heritage amid an upswing of patriotic purchasing.

The family run business has been 100% Canadian owned and operated since 1953.

“Whether you’re heading out on a challenging hike or just pushing through a long, demanding day, there are moments when only something snacky and satisfying can hit the spot,” Béliveau says.  “That’s where Krispy Kernels comes in.”

The campaign includes product-placement and sponsorship deals with the TVA reality show Sortez-moi d’ici!, which brings in an audience of more than 2.2 million viewers and market share of 49% in Quebec.

Opportunities with the program include on-air visibility such as a Krispy Kernels logo feature during breaks, billboard placements and a presence on the show’s digital platforms such as TVA+.

Béliveau says the program offers “excellent digital exposure” after increasing its viewership by 155% on TVA+ last season.

The campaign also includes YouTube videos featuring a new jingle, web banners and social-media content.