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Small Agency Conference and Awards

Campaign of the Year, Digital, Gold: Baldwin&, Krispy Kreme's 'World's Tastiest Coupon'

North Carolina Agency Boosts Doughnut Sales With Viral Promotion

By Published on .

'World's Tastiest Coupon' for Krispy Kreme (Baldwin&)
'World's Tastiest Coupon' for Krispy Kreme (Baldwin&) Credit: Krispy Kreme

To create Krispy Kreme's "World's Tastiest Coupon" campaign, Raleigh, N.C.-based Baldwin& asked itself what a Krispy Kreme coupon would look like. The answer: edible. The coupon, disguised as a video, contained a barcode created from a waterfall of glaze dripping onto Krispy Kreme doughnuts. The coupon trended on Facebook for five days and was the second-most engaged Instagram post in December. Sales on a December Saturday increased by 83.5%. Baldwin& has 34 full-time employees and had a gross revenue of $11.4 million last year.

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