Krispy Kreme's A1 Marketing

Krispy Kreme is the latest addition to Restaurant Associates’ portfolio of brands which includes Burger King, Popeye’s and Little Caesar.

"The first 100 people at the official opening of Krispy Kreme Jamaica will get up to one year's supply of free doughnuts!" This line was enough to have scores of persons showing up and camping out at the Krispy Kreme location at Waterloo Road, Kingston, ready and waiting to be part of the first 100 persons.

I've been obsessed with Krispy Kreme's marketing strategy because something like this doesn't happen very often in Jamaica. In fact, people were concerned about how safe it would be to camp out. And just to wait for doughnuts? But some didn't care. The doors were flocked by a crowd of enthusiastic sweet tooths who couldn't wait to be among the first to try the freshly baked treats.

Tents were provided for persons standing in line, energetic dancers and DJs, a doughnut eating contest, and even a countdown board and ribbon cutting - a perfect event for lovers of pastry and entertainment. The use of social media platforms such as Instagram, Twitter and TikTok was the perfect way to reach teens and young adults - the innovators of our society who are always eager to embrace the new. The launch made it on the news and was featured in TVJ's Business Day. This amazing and unforgettable strategy from Krispy Kreme was 10/10. Whether in a positive or negative light, everyone was talking about the brand, having a taste of the products, or giving a review - and that should be the goal of every product launch. Well done Krispy Kreme!

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