Krispy Kreme Launch Social, Print and Outdoor Campaign By Addiction
Posted by: Addiction
Date added: Tue 06 Mar 2012
Addiction has created a new print, outdoor and social media campaign for Krispy Kreme UK.
Krispy Kreme’s new campaign continues in the same playful vein. The executions comprise of the headlines ‘Want to Leave at 3? Start at 12’, ‘May the workforce be with you’ and ‘12 steps to a promotion’. Running with the strapline ‘Think inside the box’ they encourage workers to buy a dozen box for their workplace, making them the ‘hero’ in the eyes of their colleagues for the day.
Krispy Kreme UK has been growing in the UK since 2003, initially in London and now in cities across the country including Manchester, Portsmouth, Bristol, Leeds and Cardiff. Before Addiction’s out of home campaign in 2011, Krispy Kreme UK had relied on point of sale, digital and PR activity to market its range of premium doughnuts and coffee.
Judith Denby, Chief Marketing Officer at Krispy Kreme UK, said, “We're delighted with the success of Addiction's campaigns to date, as they have enabled us to extend the brand communications regionally as well as across different channels, resulting in a healthy uplift in sales and brand saliency with customers. ”
Outdoor activity incorporates 4-sheet, 6-sheet, 48-sheet, 96-sheet and phone boxes across Manchester. In London key mainline rail and underground stations have been targeted with tube cards, digital escalator panels, lift and escalator panels, 4-sheet, 6-sheet and digital screens. Regional press includes London Metro and the Manchester Evening News.
The social media activity supports the outdoor campaign in the same tongue-in-cheek way. A competition will run across Facebook and Twitter encouraging participants to post/tweet their favourite work disasters or triumphs. The 12 best every day will win a dozen box for their office.
Media planning and buying for the campaign is through Addiction.
Paul Hamilton, Managing Partner at Addiction said, “We've had a lot of fun with this new campaign, with bolder messaging and an engaging social media strategy that the entire workforce will be able to relate to.”
Addiction was appointed by Krispy Kreme UK in July 2010.
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