HAPPY ENDING DONUTS
Pop Up
A renegade donut brand built by Taste Collective for the millennial consumer
INSIGHT
- Tough track record for foreign donut brands in China
- Consumer consumption behaviours and tastes differ from overseas countries, particularly in the baked goods space
- Young professionals are dining out after dinner for dessert and drinks
IDEA
Build a stand-out donut brand positioned as a post- dinner dessert destination to enjoy with friends
- Viral ‘food porn’ content targeting millennial consumers
- Research, develop, and test new donut recipes and flavours
- Collaborate with local and international F&B brands
- Launch pop up restaurant in high foot traffic location
IMPACT
Shanghai’s first late-night donut pop up store sold out every night
- 50,000 impressions, 500+ customers
The Project
