Brand: Krispy Kreme
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 for Krispy Kreme with both passionate core customers based in its traditional footprint and its new, younger consumers generally ages 25-to-34 (internally-branded "live-a-lotters"). We knew we needed an epic offer, and Krispy Kreme obliged...arming us with a unique BOGO to surprise America: on Friday July 14th, buy a dozen Original Glazed Doughnuts for only 80 cents with the purchase of any dozen at regular price – no limit.