American Krispy Kreme says PR is way to Australian stomachs Danielle Veldre
DOUGHNUT maker Krispy Kreme launched in Australia this week, but like fellow American über-brand Marykateandashley, the company eschewed the traditional advertising route, opting instead for a sampling and PR campaign.
The brand is working with ambient media company Maverick Communications and PR company Hill & Knowlton. The first of 30 proposed Krispy Kreme stores will open in Penrith, western Sydney, in June.
Krispy Kreme Australia CEO John McGuigan said the strategy to use sampling and PR was a deliberate choice.
“Really, we’re just going to give people the chance to try Krispy Kreme for themselves,” he said. “On almost any day of the week we will be involved in different sampling activities.
“We’re going to give away a lot of doughnuts,” McGuigan.
He also said key to the company’s marketing strategy was fundraising with local community groups to raise the profile of the brand and create what McGuigan calls an “emotional connection” with the product.
“We are delighted to have the opportunity of bringing Krispy Kreme to the first country outside North America and I am sure that Australians will enjoy the Krispy Kreme doughnut experience. We plan to grow to 30 purpose-built stores in Australia and New Zealand in the next five years.”
