Krispy Kreme do their version of ‘Do us a Flavour’

August 20, 2009

Krispy kreme 2

2008 and Q1 2009 saw ourselves in coordination with our OMD UK colleagues launch the Walkers crisps ‘Do us a Flavour’ campaign. The idea of this was to involve the consumer in the brand, and simply put, have them ‘Do us a flavour’. Punters were asked to create a new flavour of Walkers crisps. Six of the best would then be pitted against each other and then the public would vote for their favourite. The finalist flavours were ‘Builders Breakfast’, ‘Cajun Squirrel’, ‘Chilli and Chocolate’, ‘Crispy Duck & Hoi Sin’, ‘Fish and Chips’ and ‘Onion Bhaji’ and  these were all available to buy and try over the course of the campaign.

 The winner was announced in April of this year and the prize was a cheque for €50k and 1% of future sales of the product!

 Now Krispy Kreme are going down a similar road, and giving their greatest fan the opportunity to design and name their own doughnut. Doughnut lovers in Australia, Canada, Indonesia, Japan, Korea, Malaysia, Philippines, and the UK are being asked to send in a photo and an explanation of ‘How has Krispy Kreme made your life special’?

 The winner from each country will be given a years supply of doughnuts (healthy….!), a trip to the home of Krispy Kreme in Winston USA and the chance to design their own doughnut to go on sale April 2010. They will compete against each other for votes on the Krispy Kreme Fave Fan website.

 I think this mechanic is great! It’s interesting, engaging, fun and imagine the five minutes of fame…?? My doughnut would be coeliac friendly and taste like Crème Brulee – It would be called the Crème Veeliac.



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