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Inspiration

Krispy Kreme wanted to achieve increased equity and sales for Summer 2016 by partnering with iconic hazelnut spread, Nutella, and creating the limited edition Nutty Chocolatta doughnut.

Insight

Consumer testing revealed that the partnership had delicious potential. For the sweet-toothed target, the marriage of two legendary treats was an irresistible prospect.

Idea

We ‘accidentally’ leaked the news of the Nutella partnership and the Nutty Chocolatta doughnut to the 650K FOKK via a memo ‘intended for’ store managers nationwide from Krispy Kreme’s CMO Judith Denby.

Imprint

The launch of the Nutty Chocolatta doughnut is the biggest commercial success in the history of Krispy Kreme UK with instore sales increased nationwide by 191% compared to the week before.