Give lotto losers a different kind of dough.
We saw our moment as one of America’s national lotto jackpots neared a record high, surpassing $1 billion. And despite economic inflation (also at an all-time high), Americans were still chasing the lottery dream. And losing. So, in the spirit of “happiness through doughnuts” (which is what Krispy Kreme is all about) we helped consumers “glaze over” their lotto losses by giving them something that’s always a winner: iconic Original Glazed® Doughnuts.
For two days that month, Krispy Kreme guests who showed a losing lottery ticket (from the record-breaking lotto or any type of lottery) received an Original Glazed Doughnut for free. We promoted the offer with a widespread single media alert (“All Lottery Tickets Are Winners at Krispy Kreme”) and a couple social posts, one of which was boosted with nominal paid social support.
