Krispy Kreme: Giving Graduates Their “Senior Moment” During a Pandemic

Krispy Kreme, a doughnut brand, launched its Graduate Dozen campaign to target high school graduates in the US who had been robbed of their graduation ceremony by the COVID-19 pandemic.

Campaign details

Brand: Krispy KremeAdvertiser: JAB Holding CompanyAgency: FleishmanHillard

Assignment Description (including Challenge)

When COVID-19 emerged in the U.S. in early March 2020, businesses faced terrifying and paralyzing unknowns from the never-before-experienced pandemic. How do we keep employees safe? How will consumers react? What operating innovations will be needed to remain open? Will our business survive? As business leaders addressed operational overhauls, marketers faced a different challenge: to retreat and conserve budgets or embrace the new environment. Krispy Kreme Doughnuts and FleishmanHillard - the brand's single integrated PR, creative, social media and advertising AOR -...

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