The Krispy Kreme Ghosted Box is part of a new campaign from the donut brand being launched in the UK that encourages Britons to reconnect with a friend or family member they've ghosted in the past year.
The campaign works by having consumers order a free box of donuts between October 9 and 13, which will be sent empty to the friend or family member. A digital code can be used by the recipient to redeem a free four-pack of donuts. The ghostly box plays on the social phenomenon of ghosting, while also tying in the Halloween theme for a well-rounded, cheeky campaign.
Chief Marketing Officer UK & Ireland Emma Colquhoun spoke on the Krispy Kreme Ghosted Box saying, "This Halloween, we are pleased to be calling on the nation to reconnect with their ‘ghosts’ through the medium of doughnuts. Our doughnuts provide a perfect sharing moment which is why they’re certain to bring people back together, rewarding them with a box of our delicious Original Glazed doughnuts."
Social Ghosting Donut Campaigns
The Krispy Kreme Ghosted Box Encourages Relationship Rekindling
Trend Themes
1. Ghosting Reconciliation - The Krispy Kreme Ghosted Box campaign encourages people to reconnect with someone they previously ghosted.
2. Digital Redemption Codes - The campaign utilizes digital codes that recipients can use to redeem a free four-pack of donuts.
3. Halloween Themed Campaigns - The ghostly box plays on the social phenomenon of ghosting, while also tying in the Halloween theme for a well-rounded, cheeky campaign.
Industry Implications
1. Food and Beverage - The Krispy Kreme Ghosted Box campaign presents disruptive innovation opportunities for the food and beverage industry to create unique promotional campaigns and encourage reconnection through food.
2. Retail - The use of digital redemption codes in the Krispy Kreme Ghosted Box campaign opens up disruptive innovation opportunities for the retail sector to explore new ways of engaging customers and driving foot traffic.
3. Marketing and Advertising - The Halloween themed campaign of the Krispy Kreme Ghosted Box presents disruptive innovation opportunities in the marketing and advertising industry to leverage social phenomena and holiday themes for successful brand campaigns.