Most everyone loves a Krispy Kreme. The problem for the brand was that most everyone also only loves them once or twice a year as a treat. 

Looking to the most succesful habit creation of recent times - The National Lottery - we launched The Doughnuttery. Price of entry into the world’s first monthly doughnut Lottery? Send in a pic of yourself enjoying a Krispy Kreme and you get entered into the monthly live online draw to win free doughnuts for a year.