Krispy Kreme Adelaide Airport

Background

Krispy Kreme had a mission to ‘touch and enhance lives through the joy that is Krispy Kreme doughnuts’ in the lead up to their Adelaide Airport store opening.

What did we do

BPR organised to surprise and delight passengers arriving into Adelaide Airport by sending out dozen doughnut boxes on the luggage carousels with messages like ‘Please take and share me,’ ‘For your loved ones’ and ‘Welcome home’. BPR liaised with Adelaide Airport, Virgin Airlines and the back-of-house Adelaide Airport contractors to ensure the stunt was deliverable. We also coordinated the design elements for the project with the Krispy Kreme team, including the carousel screen messages and the gift tags to be placed on boxes. Our team created a detailed run sheet for the stunt which included the time, action, shot list, persons responsible and notes for each step of the way. We organised a professional videographer to be at the scene to capture the stunt, with the video then being distributed to the media alongside the store opening’s media release.

Our Result

The final video was distributed across all of Krispy Kreme’s social media platforms, Adelaide Airport socials, and over the months following the stunt, there was a significant increase in consumer engagement with the business. Their social media platforms saw a notable increase in followers and there was a spike in subscribers in their online database. Their click and collect service also saw an increase in orders by approximately 10%. The PR stunt has been shown internationally to Krispy Kreme stores at a worldwide marketing conference for the brand and commended on its innovation.

100,000+ video views

1 International Krispy Kreme Award

100% Positive Brand Sentiment