Krispy Kreme

New Brand Launches
An American icon, Krispy Kreme, is famous for selling fresh, hot doughnuts since 1937. In 2004, it decided to venture overseas and introduce Krispy Kreme to the UK.

The Brief
Launch the Krispy Kreme brand with a bang in the UK!
• Position Krispy Kreme as a premium, taste treat
• Grow demand for doughnuts in the UK and Ireland
• Generate positive press coverage and word-of-mouth endorsement

The Challenge
Overcome UK consumers’ perception toward doughnuts as high-calorie fast food.

The Solution
Develop a strategic media relations and seeding program that would make a Krispy Kreme doughnut a must-have indulgence:
• Pre-launch press trip to the US to explain Krispy Kreme’s unique business model
• Intensive sampling and buzz-building campaign – featuring more than 20,000 dozen doughnut deliveries across London – targeting media, fashion and design houses