Creating the biggest brand moment ever for Krispy Kreme

KrispyKreme: A previous client of Alyssa Garnick
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.
krispy kreme times square launch


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.

including print, broadcast, social.

This PR Program won a PRSA Silver Anvil award.