STRAWBERRY GLAZE

Krispy Kreme partnered with Rhode, Hailey Bieber’s skincare line, to reintroduce Strawberry Glaze through a culturally relevant, high-impact Memorial Day weekend campaign designed to reach both loyal fans and a new audience. The strategy centered on leveraging celebrity influence, cultural timing, and experiential moments to drive buzz and engagement across channels. I led the digital strategy, campaign design, and activation, while also capturing and directing all social media imagery to ensure a cohesive and elevated visual narrative. The creative approach unified product storytelling with lifestyle-driven visuals, translating seamlessly across social and experiential touchpoints. The campaign extended into a high-profile influencer event at the Times Square flagship, supported by dynamic social activations that amplified reach and reinforced the collaboration’s cultural relevance. The result was a successful reintroduction of a fan-favorite product, driving engagement, strengthening brand visibility, and expanding reach to a broader, younger audience through compelling visuals and immersive brand experiences.