Breaking the interstate ... and a sales record – Krispy Kreme original glazed doughnut's 80th birthday

Krispy Kreme Doughnuts, a doughnut company and coffeehouse chain, used a PR-led, integrated campaign in the US to celebrate its 80th birthday and increase sales.

Campaign details

Brand: Krispy KremeAgency: FleishmanHillard

Assignment Description (including Challenge)

In summer 2017, Krispy Kreme Doughnuts and its legendary Original Glazed9 Doughnut turned 80. Krispy Kreme challenged FleishmanHillard to develop and implement a PR-led, integrated activation that would enable the birthday of its most iconic product to serve as a platform to ignite sales during a traditionally slow period, specifically Friday July 14th - a day that could 'make or break' the month for corporate-owned and franchisee shops throughout the United States.

Research and Creative Strategy

Doughnut sales are more challenging in summer...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands