Case Study: Krispy Kreme boosts January joy and doughnut redemptions with Good Relations' SADvert campaign

Krispy Kreme drives 755K views and 1,000+ QR redemptions with Good Relations

The customer Krispy Kreme faced the challenge of launching their new range of 195-calorie doughnuts and their new #JoyUnboxed creative platform during the traditionally joyless month of January. The vendor Good Relations was tasked with creating a campaign to achieve this.

Good Relations created the world's first SADvert, an interactive billboard in Salford that dispensed Seasonal Affective Disorder light therapy through giant 3D doughnuts. Passers-by could scan a QR code to redeem a free doughnut. The campaign was supported by an expert and an influencer to generate national news coverage. The solution delivered over 1000 QR code redemptions, 755K influencer content views, and a leading share of voice for the brand in January.

Krispy Kreme