Industry News | June 13, 2011

Brand Heritage, Passion Shine Through Krystal Contest

Krystal crowned three winners of its “Design a Box” contest that invited customers to conceptualize their own versions of the signature Krystal Box.

Winners of the contest, which solicited more than 4,000 box designs from customers after it launched in the fall, were unveiled on Wednesday.

Krystal vice president of marketing Brad Wahl says the promotion was a “huge success,” and that it was like “a focus group for the brand.”

“The ways people described the brand and the product [in their designs] makes you feel really good about what we do, what this brand is about, and what consumers think about it,” Wahl says.

The winners of the contest were Rhonda Freshwater of Brookhaven, Mississippi (grand prize); Glenn Chandler of Auburn, Georgia (second place); and Ashley Burroughs of Madison, Alabama (third place).

The three were rewarded with a free trip to Chattanooga, Tennessee—Krystal’s headquarters—and their designs will be printed on Krystal boxes systemwide. A total of 20 design submissions will eventually be printed on Krystal boxes, Wahl says.

Wahl says winners were chosen based on creativity, uniqueness of design, and the way in which they described the Krystal brand. One of the most interesting components of many of the designs submitted, he says, was how they were able to communicate the heritage of the Krystal brand.

“It’s always a challenge from a marketing perspective of, how do you take advantage of heritage and make it a positive and not necessarily something that’s irrelevant to today’s young consumer?” he says. “What we saw is that our heritage is still something that makes us unique.”

Wahl says the “Design a Box” contest was intended to stir up excitement among the brand’s passionate consumer base.

“We’re looking for increased visits from our current customers first—what additional transactions can we generate from them?” he says. “Can we steal them from somebody else by reminding them of their passion for this brand, the uniqueness of the brand?”

Krystal will hold a T-shirt contest in the fall similar to the “Design a Box” promotion, Wahl says, and might expand the design concept to other elements of the chain’s packaging.

By Sam Oches

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.