I think anything anyone can do to help show support for those getting the vaccine is a good thing right now and so we’re just trying to do what little we can.
Be bold. Be brave. Be first.
We helped Krispy Kreme step out with a message that risked backlash from anti-vaxxers and other critics who perceived doughnuts as contributors to underlying health conditions associated with COVID-19 patients. With courage and conviction, Krispy Kreme became the first national private-sector brand to outwardly support vaccinations, offering one free iconic Original Glazed Doughnut — anytime, any day, even EVERY day, at any shop, all year — to everyone who shows their COVID-19 vaccination card.
Krispy Kreme doesn’t buy TV, radio or out-of-home advertising. So, strategic timing and outreach was everything. After the first cycle of vaccination-hesitation news settled and several states announced a lower minimum age to get the shot, we engaged key media contacts to coordinate interviews for stories that would post concurrent to our news release and organic social. We also researched and pitched media not traditionally targeted (e.g., medical/health). And a virtual war room of earned and social experts monitored and managed dozens of inquiries.