Parlor Doughnuts

For my campaign, “Meet the Doughnuts,” I positioned Parlor Doughnuts as Bloomington’s most exciting spot for creative, high-quality layered doughnuts that offer more than just a sweet treat. This brand isn't just about great food. It’s about giving customers a chance to try something different, to explore new flavors, and to enjoy an experience that feels playful, personal, and memorable. I wanted to move Parlor beyond just being a doughnut shop and into a space where each flavor has a personality.

The brand construct I chose is innovative. Parlor’s doughnuts are unlike the typical ones you’d find in a grocery store or café. The layered texture, small-batch freshness, and unique options like keto, vegan, and even dog-friendly doughnuts show how the brand is pushing boundaries in both flavor and customer experience.

I identified Parlor’s brand archetype as The Creator. That choice was based on how much focus the brand places on creativity and craftsmanship. Their product lineup shows thoughtful flavor combinations, and the store’s environment reflects a cozy but elevated experience. Parlor clearly takes pride in making something artistic and original, which aligns well with the characteristics of The Creator archetype.

The brand’s voice is fun, expressive, and welcoming. Using Felton’s model, I imagined Parlor as someone who’s upbeat, clever, and a little quirky. The voice uses casual but flavorful language, the kind of tone you’d expect from someone describing their favorite dish or hyping up a new find to friends. This helps the brand connect especially well with a younger, trend-savvy audience who values personality in a brand.

My concept is image-driven. The doughnuts themselves are the visual hook, and I wanted the campaign to make people stop and look. With the bold flavor line-up, the visuals do most of the talking. Copy supports the visuals, but the images are what make the campaign work.

The insight I based this on is that people—especially Gen Z and college students—don’t just buy food for taste. They buy experiences they can talk about or share online. Choosing a doughnut becomes an interaction that’s fun and social, not just a quick decision.

In terms of needs, the campaign connects to both Maslow’s and Settle and Alreck’s models. It appeals to belonging and esteem by making the shop feel like a place to meet, share, and express your taste. It also speaks to aesthetic appeal, novelty, and the desire for social approval. The shop is Instagrammable, different, and designed for discovery.

The conflict I focused on is between the boring routine and the excitement of trying something new. The ads invite people to break out of the ordinary and find a flavor that fits them. This matches Felton’s durable plotline of The Quest, where the customer is the hero searching for something more exciting and meaningful.

I’m targeting the awareness and interest stages of the funnel. The goal is to make people curious enough to visit the shop, explore the menu, and maybe even post about their favorite flavor. The action I want them to take is simple: try something new at Parlor.