Krispy Kreme is tapping into the nostalgia of Gen Z’s camera rolls for its festive campaign, created in collaboration with Social Panga and Yellow Shutter. The film looks beyond the big celebrations to the smaller moments that often end up becoming the memories people remember most.
At the centre of the film are a group of friends, their Chocolate Iced Glazed doughnuts and a camera roll packed with shared experiences. From festive gatherings to spontaneous plans and everyday catch-ups, the story moves through the different moments that make up their social lives.
The camera roll becomes the campaign’s storytelling device, taking viewers from one memory to another. Instead of treating nostalgia as something reserved for major milestones, the film focuses on the ordinary moments that become special in hindsight.
That also gives Krispy Kreme’s doughnuts a role beyond being something to eat during a celebration. The Chocolate Iced Glazed doughnuts appear across different occasions, whether it is a festive get-together, a late catch-up with friends, or an impromptu plan.
The campaign is built around the thought #ThisOneStays, with the film ending on the idea that while celebrations may change every year, the people, rituals and little moments around them are what tend to stick.
Rather than making the festive season only about the occasion itself, Krispy Kreme uses the campaign to focus on everything that happens around it: the photos, inside jokes, spontaneous plans and doughnuts shared along the way.
Link to the campaign
Gaurav Arora, Co-founder, Social Panga, said, “Life is really a collection of little moments, some planned, most not. And somehow, the best ones usually involve good company and something worth sharing. With this film, we wanted to celebrate those festive moments, with Krispy Kreme doing what it has always done best, adding a little joy along the way.”
Rohit Singh, Senior Creative Director, Social Panga, on the campaign, said, “What used to live in our scrapbooks now lives in our phone galleries. A collection of familiar faces, places, and moments, both big and small. And as you scroll through them, you realise joy has a funny way of coming back around. Sometimes it’s the people. Sometimes it’s the place. And sometimes, it’s the doughnut.”
He further added, “With #ThisOneStays, we wanted to capture Krispy Kreme as one of those familiar little constants, popping up across different moments in our lives and adding a little sweetness along the way.”
Gokul Kandhi, COO, Curefoods, said, “Gen Z is redefining how they experience brands, placing greater value on shared experiences, self-expression and the small rituals that make everyday moments memorable. At Krispy Kreme, we see an opportunity to be part of these moments in a way that goes beyond the product. This campaign is about creating experiences that feel relevant, spontaneous and shareable, while building a deeper emotional connection with a generation that values not just what they consume, but how it makes them feel.”
