Creating the biggest brand moment ever for Krispy Kreme
How do you launch a new flagship in Times Square during a pandemic and
quarantine? Krispy Kreme was launching its first-ever global flagship. The opening
was delayed to September due to COVID. However, the expectations did not change:
create the biggest brand moment in Krispy Kreme history.
Alyssa and her team created a three-waved media strategy, piecing out chapters of
the story, varying the activities and spokespeople and the media outlets every time:
Ignite, Hype, Light.
We created a virtual “Sweet Peek” where media could tour the shop before it opened,
an in-person event where we lit the Hot Light with the cast of Chicago the Musical,
doughnut drops to influencers, and a CEO media day.
This was a project Alyssa led at a different agency.
We had 1 billion media impressions before the
shop even opened.
The brand had positive, stand-alone features in all national and NY local press.