# Donut Brand Pop-Up Picnics Krispy Kreme Threw a Summer-Themed Picnic on a Sunny London Rooftop By Rebecca Byers | Published 2015-07-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/popup-picnic References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-krispy-kreme-hosts-summer-themed-picnic-london/brands/article/1356030) In order to promote its new donuts and celebrate its 78th birthday, iconic donut brand [Krispy Kreme](https://www.trendhunter.com/trends/popsicle-1) recently held a picturesque [pop-up picnic](https://www.trendhunter.com/trends/cake-picnic) on a sunny London rooftop. The event promoted the release of the [Krispy Kreme cheesecake collection](https://www.trendhunter.com/trends/craving-cheesecake-collection), which includes lemon and salted caramel-flavored offerings. The brand was also celebrating the launch of several new milkshake varieties that include 'chocolate dreamshake.' The immersive event featured summer-themed picnic paraphernalia like plaid blankets and acoustic guitars. The event also featured branded promotional items from the US side of the operation like a picnic basket-inspired to-go box and sunglasses that bear the sugary donut brand's logo. The fun summery event was a great way for the brand to further its image as carefree. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 56% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Pop-up Experiential Marketing:** Creating immersive and memorable experiences through pop-up events to promote new products and engage with consumers. - **Flavor Innovation:** Introducing unique and unconventional flavors to attract consumer interest and differentiate from competitors. - **Brand Collaboration:** Partnering with other brands to create unique and exclusive offerings that generate excitement and drive sales. ### Where This Applies - **Food and Beverage:** Opportunity for food and beverage companies to utilize experiential marketing to create buzz and increase brand awareness. - **Retail:** Retailers can explore flavor innovation to enhance product offerings and attract new customers. - **Marketing and Advertising:** Opportunity for marketers to collaborate with brands and create innovative campaigns that captivate audiences. ## Related on Trend Hunter - [Ice Cream Truck-Inspired Donuts](https://www.trendhunter.com/trends/popsicle-1.md) - [Celebratory Branded Chocolate Donuts](https://www.trendhunter.com/trends/krispy-kreme-world-chocolate-day.md) - [Freshly Prepared Donut Promotions](https://www.trendhunter.com/trends/krispy-kreme-hot-light.md) - [Independence Day Donut Lineups](https://www.trendhunter.com/trends/star-spangled-sweetness-collection.md) - [Collaboration Breakfast Pastry Donuts](https://www.trendhunter.com/trends/krispy-kreme-x-poptarts.md) - [Seasonal Summer Donut Flavors](https://www.trendhunter.com/trends/summer-donut.md) - [Tasty Coronation-Themed Donuts](https://www.trendhunter.com/trends/krispy-kreme-coronation-doughnuts.md) - [Berry-Themed Donut Lineups](https://www.trendhunter.com/trends/krispy-kreme-pick-of-the-patch.md) - [Patriotic Americana Donuts](https://www.trendhunter.com/trends/krispy-kreme-stars-and-stripes-dozen.md)