Golden Krust launches Easter bun campaign helmed by Jamaican influencers

Golden Krust, the largest Jamaican-themed quick-service restaurant franchisor in North America, has kicked off an Easter Bun campaign anchored by Jamaican influencers and featuring a new TV commercial airing on multiple cable and digital channels across the United States. The campaign continues the organisation’s commitment to remaining true to its roots, which go back to a family bakery begun in 1949 in Border, a small community in rural St Andrew, Jamaica. This authenticity is the key ingredient that has propelled Golden Krust’s expansion to 115 restaurants in the US.

“Easter season is like Christmas for us at Golden Krust. It’s the highlight of our year. Jamaicans know Easter is synonymous with Easter Bun and cheese, so our restaurants are just buzzing with those who want the best Easter Bun in the world. We have upheld this tradition since my uncle, Lowell Hawthorne, and his siblings started the Golden Krust US operation in 1989, an extension of their parents’ Hawthorne & Sons family bakery in Border,” said Steven Clarke, Golden Krust’s director of marketing and public relations. Clarke emphasised the importance of accentuating the authenticity of Brand Jamaica throughout Golden Krust’s strategy, ensuring that the franchisor delivers an authentic culinary experience – from patties, oxtail, and jerk chicken, to spiced buns, coco bread, all of which appear on a menu filled with sweet and savoury Jamaican delights.

To further that goal of authenticity, Golden Krust collaborated on its 2023 Easter Bun promotional campaign with Tami and Wayne Mitchell of “Meet the Mitchells” fame, and popular Jamaican actor, comedian, and social media influencer Dale Elliott Jr. Their crossover Jamaican-North American appeal has earned them a combined 1.6 million followers on their social platforms.

The campaign also features a locally produced TV commercial highlighting the bun’s unique blend of authentic ingredients, including cinnamon, nutmeg, molasses, raisins, and cherries, all mixed in the 70-year-old Hawthorne family Easter Bun recipe. The spot, filmed in multiple locations in Kingston, Jamaica, is now airing on the Food Network, ESPN, TLC, CNBC, TNT, mainstream radio stations, and multiple digital channels, including Hulu and YouTube TV.

“These alliances underscore our organisation’s enduring link to Jamaican culture,” Clarke said. “We know that many of our customers follow Tami, Wayne, and Dale, and we’re happy to be part of their strong, vibrant communities.”

Golden Krust has established itself as a beacon of Jamaican culture abroad and a reliable reference point for Americans to learn more about Jamaican cuisine. The new Easter Bun commercial was shot and produced by AdMark Jamaica, with whom Golden Krust has worked since 2019. Their partnership won them a prestigious 2022 ADDY Award from the American Advertising Federation. The award is the industry’s premier recognition of creative excellence, and attracts 40,000 entries per year.

Through its quality products, impactful activations, and the powerful pull of Jamaican culture, Golden Krust has secured the support of Jamaicans while developing a loyal mainstream fan base. And by partnering with delivery giants like UberEats, DoorDash, and GrubHub, Golden Krust has been able to broaden its customer base, driving a meaningful uptick in off-premise dining.