When Tastykake, a Philadelphia snacking institution, sought to reignite snackers love for the infamous Krimpet within its hometown, the approach was as rich and crafted as the snack itself. We celebrated Philly by playfully reimagining the city’s most cherished landmarks: the LOVE statue turned into “KAKE,” the Rocky statue as Kirbee, and the streets of Philadelphia as the game board in a virtual tour where Kirbee, the Krimpet mascot, collected Tastykake treats. This combination of history and interactive fun made for a modern cultural moment in a way only Tastykake could.
Bringing our project to life required a strategic blend of creativity, digital engagement, and a deep connection to Philadelphia’s culture. Our plan of action centered around leveraging the city’s most iconic landmarks to create an immersive and engaging experience for Tastykake fans.
To align with our consumers' passion for interactive gaming, we developed a fun and competitive digital game starring our most iconic treat—the Krimpet—and a digitized version of the beloved Krimpet Mascot, Kirbee. Players navigated through the game, encountering a variety of Tastykake products and obstacles, competing for high scores, and engaging with the brand in a fresh, modern way.
To create excitement with snack fans, Kirbee’s Quick Run was launched with a digital campaign that included a giveaway sweepstakes. Lucky players got a chance to win some tasty prizes such as the all-new, limited edition Confetti Krimpets and exclusive merchandise featuring one-of-a-kind art from Philly artist, Paul Carpenter.
A key activation element was the integration of a limited-run Confetti Krimpet, which launched in conjunction with National Krimpet Day. This real-world tie-in strengthened the campaign’s impact, creating a buzz around the product and reinforcing the game’s theme.
One of our biggest challenges was working within a limited media budget. To overcome this, we focused on social engagement and leveraging Tastykake’s strong brand presence in the Philly market. By tapping into the nostalgia and love for Tastykake, combined with the excitement of an interactive experience, we successfully maximized reach and engagement without a heavy media spend.
This unique blend of digital innovation, brand storytelling, and consumer engagement made our project stand out, bringing the joy of Tastykake—and especially Krimpets—to life in a whole new way.
We didn’t just connect Tastykake to Philadelphia—we celebrated it. The campaign sparked excitement and conversation, generating nearly 32 million impressions and overwhelmingly positive sentiment. The sweepstakes element further amplified engagement, drawing nearly 104,000 entries, while the interactive game captivated users with an average playtime of 6.5 minutes. By creating an experience that let fans see their city—and Tastykake—in a fresh, immersive way, we strengthened the brand’s bond with Philadelphia, embodying its spirit and flavor in a playful, unforgettable campaign.
