As friends and family members are able to meet up once more, Krispy Kreme is asking Britons to share a “message of connection” they have recently received from a loved one. In return, doughnut lovers will receive a free Krispy Kreme.
Krispy Kreme is offering everyone a free doughnut from next Monday, 10 May.
To celebrate the gradual easing of lockdown, the doughnut company is giving away a million Krispy Kreme treats for a whole week.
Britons will be able to receive a free Krispy Kreme Original Glazed doughnut, which usually costs £1.10.
All doughnut fans need to do is go to their nearest Krispy Kreme store and share a “message of connection” that they have received from someone recently.
After sharing their message, customers should add the hashtag Smiles As Currency, which Krispy Kreme hopes it can get trending next week.
The company is calling this new way of “buying” its doughnuts as “dough-coin”, becoming, in its own words, the first brand to accept “connection as currency”.
This comes after a study found that 53 percent of Britons said that what they most looked forward to doing after lockdown lifted was seeing friends and family in person again.
Meanwhile, 48 percent of Britons said that they were most looking forward to hugging friends, family, and loved ones.
Krispy Kreme said that the Smile As Currency message that customers must share in exchange for a doughnut can be anything from a social media post or a photo to a joke or a post-it note.
Nadine Singler, Krispy Kreme UK and Ireland’s Head of Marketing & Sustainability, said: “We are known the world over for our Original Glazed doughnut and we love seeing people smile and connect whilst they enjoy their doughnuts.
“So, we want to celebrate all of those little things that make you smile by giving away up to 1 million doughnuts in a week to those that connect and smile from cheek to cheek.
“Come on Britain get connecting.”
The Krispy Kreme offer is valid from 10 to 16 May during store opening hours, and anyone can claim the deal in any UK store.
The doughnut company said that the offer does not include the Krispy Kremes that are sold in supermarkets, service stations, or elsewhere.
Customer cannot either claim the offer through a delivery service, such as Deliveroo, Just Eat, or Uber Eats.
However, shoppers can still purchase a Krispy Kreme doughnut via these apps, but they won’t be able to get it for free.
Krispy Kreme stores are not yet open to sit indoors, but both takeaway and click and collect services are available.
The doughnut company launched in the UK in 2003, opening its first store in London.
Since then, it has expanded to other British cities including Edinburgh, Leeds, and Manchester.