The Price of a Gallon of Gas Can Buy a Dozen Original Glazed Doughnuts ?!
Newsjacking of Krispy Kreme
Nowadays, the price of gas is increasing. According to the data, US Retail Gas Price is up to 4.879 USD/gal for Wk of Jul 04 2022. The price of gas hitting our hard, but Krispy Kreme wants to sweeten things a little. Few months ago, the restaurant chain of Krispy Kreme sold a dozen of its glazed doughnuts for the same price as a gallon of gas, which meant a dozen glazed doughnuts should cost $4.11 on that Wednesday. It was much cheaper than before, because we need to spend at least $10 to buy a dozen of doughnuts.
Krispy Kreme Chief Marketing Officer Dave Skena said that “Inflation and high gasoline prices are serious and forcing families to make tough tradeoffs. We know that despite the high gas prices people have to be out and about anyway. So, for the next several Wednesdays, we hope providing a little doughnut deflation will allow them to share some smiles during a difficult time. A dozen Original Glazed Doughnuts for the price of a gallon of gas will help our fans make midweek a little sweeter for their friends and family.”
It is a newsjacking which promotes businesses and runs marketing campaigns by joining conversations about current events happening locally or globally. Krispy Kreme combines the price of gas and doughnuts to expand its influence.
Effective or not
I think this method is effective. At that time, the price of gas is a hot and top topic in U.S.. The attention on this topic will also get more attention for their brand. Their AD model will make people decide that the AD is fun and they will come and buy it. The campaign appeared on social media and was broadcast on television. It was a clever and fun promotion that worked perfectly in the news of the day. Personally, I will feel very interesting and share this activity with my friends. On the other hand, compare to other doughnuts’ brand, if they don’t come up with other better promotion ideas, they may not be as popular as Krispy Kreme.
It’s a pretty good promotion. Altough it only lasts for a few weeks, Krispy Kreme have caught up with the news. I think one of the most important things in marketing is to know what’s trending or what’s hot topic right now, so that we can let our brand rely on this topics to expand awareness.
