Krispy Kreme had a problem. People loved their product, but purchased only occasionally and infrequently. How could we increase purchase of once-in-a-while treat twelvefold?  The answer was to turn it from a ‘me’ thing into a ‘we’ thing.

We targeted London office workers with a campaign that walked them from The Tube to the nearest Krispy Kreme store. Because when you buy a box of Krispy Kreme for work, you don’t just get twelve doughnuts, you get the adulation of everyone you work with (or for) too.