Event Marketing/Grand Opening


Krispy Kreme
Fredericksburg, VA

In late 2004, Krispy Kreme Doughnuts hired Susan Carol Associates Public Relations to handle the marketing and public relations activities of its first Fredericksburg store. SCA’s mission was to present Krispy Kreme as a community-minded company, coordinate a multitude of pre-opening and opening week activities, and generate local buzz.

SCA kicked off a three-month campaign with a community groundbreaking event that gave away over $15,000 to area non-profits and schools. Doughnuts were also delivered to businesses within a five-mile radius and large employers. Attached to the boxes were flyers promoting the opening week activities.

An invitation-only Sneak Preview Party was held the weekend before the Grand Opening. Over 800 government officials, area business executives and friends were invited to sample “Hot Doughnuts Now.” The grand opening at 5:30 a.m. attracted people who camped overnight to win a year’s worth of free Krispy Kreme doughnuts. A Family Day and Church Day rounded out the week’s activities.

The local radio stations and newspaper covered every aspect of the Krispy Kreme opening. Front-page articles and photographs ran in The Free-Lance Star, Fredericksburg Parent and Front Porch magazine. A local columnist even spent a morning making doughnuts at the new store. Local radio stations received early doughnut deliveries that generated lively discussions throughout the morning drive time.

The highly successful grand opening campaign received compliments not only from local and district managers, but from the corporate office as well.