Dual Employer Brand

Who is Les aliments Krispy Kernels?

Since 1953, Les Aliments Krispy Kernels, a 100% Quebec-owned, third-generation family business, has dominated the snack market with a legacy of expertise and passion. In addition to its renowned nuts and snacks, Krispy Kernels is also behind the iconic Yum Yum chip brand. Each bite represents more than just a simple pleasure: it’s a contribution to supporting the local economy while promoting the success of a family business deeply rooted in Quebec culture. It’s a tradition enjoyed with as much pride as indulgence!

Our mandate

Developing a dual employer brand for Krispy Kernels and Yum Yum.

Exploration stage

The challenge was to develop the employer brand for two distinct brands, Krispy Kernels and Yum Yum – both belonging to the large entity Les Aliments Krispy Kernels – while creating synergy between them. The mandate required these brands to intersect while remaining true to their respective archetypes. It was essential for us to validate the employee experience within both companies to see if they were the same or not. This research step allowed us to realize that even though they are located in two different cities, Yum Yum in Warwick and Krispy Kernels in Quebec, the main lines of internal culture and employee experience were the same. There was thus a great opportunity to highlight these similarities! Consequently, we undertook the task of creating two employee value proposition reports that converged towards a single employer brand identity, highlighting the specificities of each brand while consolidating their overall image in the job market.

Creation stage

The cornerstone of our approach in creating the employer brand was recognizing the greatest pride of the employees: the products created by the company. It was indeed imperative to incorporate this factor at the very heart of the employer brand storytelling. By prioritizing the archetype of humor and fun, we literally brought to life an identity that resonates with the employee experience, which is the strength of any good employer brand! This approach is reflected in the brand’s vibrant colors and tone, capturing the playful spirit of the company.

The driving concept of Yum Yum, with its purple hue in homage to all-dressed chips, proudly recalls that Yum Yum was the pioneer of this delicious flavor. Additionally, a delightful touch of lightness was added by incorporating a handful of puns related to the product names. Behind this creative approach is also a fundamental strategic decision: bringing the two entities under one umbrella, thereby strengthening their market presence. In short, the choice to make the concept as fun as the product translates the vision of an employee experience as entertaining as the delicious range of snacks created daily!

Launch stage

For the launch phase of Krispy Kernels’ employer brand, we introduced a brand-new careers website that perfectly reflects the company’s updated image. This unique portal now consolidates all job opportunities for both the Yum Yum and Krispy Kernels brands, making it easier for candidates interested in joining their teams to find available positions. With a modern and intuitive interface, this site provides a fun and user-friendly experience, where finding the perfect job becomes a breeze!