Krispy Kreme London
Launching Krispy Kreme’s London Flagship
The Challenge
Krispy Kreme tasked us with getting as many eyeballs as possible and driving hype with Gen Z audience online for their most important launch to date - the opening of the first ever Hot Light shop on Oxford Street.
The new Oxford Street shop would be the first Hot Light shop to open in Central London since the brand opened in Harrod’s 20 years ago, bringing the magic of hot OGs back to central London.
When the ‘Hot light’ sign shines red, doughnut lovers know they can queue up for hot doughnuts, fresh off the line.
Despite already having more than 20 other Krispy Kreme shops in London, we stopped up to the plate to deliver the BIGGEST launch ever and made a spot in the queue on opening day the HOTTEST ticket in town.
The Solution
Leading up to the week of launch, we partnered with Instagram phenomenon Great British Memes and Capital radio to spread the word and create a halo effect, bringing new customers to be among the first to try hot OGs doughnuts on opening.
Then we recreated Krispy Kreme’s ‘hole in the wall’, pioneered by founder Vernon Rudolph in 1937, capturing ‘throwback’ photography featuring President and MD Jamie Dunning serving hot OG’s via a ‘hole in the wall’ sampling activation.
Finally, on the day before launch we hosted the hottest event in town where celebrities including Maura Higgins and Harry from BBC’s The Traitors rubbed shoulders with media and influencer ambassadors in a VIP launch party.
Guests posted on our red carpet, tucked into doughnut inspired cocktails and were the first to experience the Hot Light offering. ‘All access’ passes allowed our talent to capture behind-the-scenes content and hero the creation of the hot OG doughnut live in store.
Our launch plan ensured a line out of the door on opening day and coverage across titles including The Sun, Mail Online, i, Sunday Express and The Times.
