yummy. smiles.
sharing.

krispy kreme.
80 years of smiles.

How do you celebrate Krispy Kreme’s 80th birthday? Answer: with a large-scale sharing movement, spreading the joy of Krispy Kreme across the country.

our approach.

Our campaign, #80YearsOfSmiles, was a truly integrated social & sampling campaign, implemented across the UK over a 5-week period. Launched online via Krispy Kreme’s social channels, we toured 8 UK cities giving away free doughnuts.

Thousands of joyful moments were captured and shared, with consumers encouraged to post a group, smiling photo with the #80YearsOfSmiles to win a further box of 12 Krispy Kreme Original Glazed doughnuts.

The tour was publicised via Krispy Kreme’s Twitter, Facebook & Instagram pages with videos, graphic tiles & posts causing huge buzz and excitement as to when and where the next give-away might be.

80,000 doughnuts were handed out along with 12,378 #80YearsOfSmiles posts and 9.22 million impressions achieved.