Krispy Kreme: Sweet Support for COVID-19 Vaccinations

Krispy Kreme, a doughnut company, launched a campaign in the US to secure a leadership position, implement a brand action, and reinforce the brand purpose.

Assignment Description (including Challenge)

At the beginning of the COVID-19 pandemic, marketers faced the unprecedented challenge of retreating to conserve budgets or bravely embracing the new business landscape. Krispy Kreme and its AOR FleishmanHillard chose the latter and the result was "Acts of Joy," a brand response strategy authentic to Krispy Kreme's purpose of touching and enhancing lives through joy, including acknowledging and aiding healthcare workers, teachers, coaches, graduating seniors and others with 30 million free doughnuts in 2020.

Fast forward to March 2021, when availability of the first vaccines began to scale. While most companies hesitated to release a...

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