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Krispy Kreme Doughnuts

Dominating Leap Day Conversation with Doughnut Delivery

4 min read
OFFICES: St. Louis, Raleigh and Charlotte
Krispy Kreme with sign that says Special Delivery
our solution

Circle leap day as our platform for a clever way to announce the “leap” from regional to national delivery.

To go beyond the “same old” February 29 promotions and deliver an irresistible story as unique as the brand itself, we dug up previous leap day headlines: 29-centric offers were common among brands, while people-related news focused on babies and birthdays. What better way to announce and celebrate national delivery than with the most special deliveries of all — leap day babies! And our #KrispyKremeSpecialDelivery campaign was born.

If a parent, family member or hospital staff announced a leap day arrival on social with the hashtag, tagging @KrispyKreme, then we delivered five dozen free doughnuts to the hospital. An integrated, cross-channel earned and social media strategy before February 29 drove awareness, excitement and preparation to participate, including collaboration with select hospitals. On leap day, an integrated marketing operations war room monitored social to fulfill deliveries and give free-doughnut vouchers to consumers outside the delivery range.

Krispy Kreme order from phone

Social feeds flooded with #KrispyKremeSpecialDelivery posts — some even told Krispy Kreme before family!

the impact

We totally delivered.

We can’t reveal all the campaign’s confidential business results, but we did successfully invert the delivery vs. shop pickup ratio (2-1 for delivery), and Krispy Kreme’s delivery service took off in the months ahead, outperforming forecasts. #KrispyKremeSpecialDelivery was the most successful campaign hashtag in the brand’s history based on volume and engagement. The campaign generated 1,700 earned media stories and hundreds of dedicated features. And it didn’t even include a discount or product promotion.
total earned media and organic social impressions
brand cited in most leap day roundups


Using 2020’s extra day to make the leap to national delivery, while celebrating leap day babies, will be a fun moment for our brand and fans.
Dave Skena
CMO, Krispy Kreme

24-Hour Campaign

PRNews 2020 Platinum PR Awards


Krispy Kreme will make sweet dreams come true for some of its fans by leaping into national doughnut delivery.