Krispy Kreme has become the go-to brand for bosses in the UK keen to reward staff with the sweet treat. But the enjoyment doesn't stop there and the doughnut company has now swung onto social media to promote an incentive that goes way beyond the hours of 9-5.
Every day from 7-8pm at theatre stores nationwide, Krispy Kreme is holding an hourly taste test for its Original Glaze product so fans can get a taste fresh off the line.
The special event, Hotlight Hour, is being promoted by a series of social media videos from MOFILM that are being rolled out across Instagram, Facebook and Twitter.
They feature vivid coloramas, slow motion footage and confetti cannons, focusing on the joy of tasting the iconic Hotlight Original Glazed doughnuts.
They also present humorous wide-eyed facial reactions and 1960s jukebox-style diner music to capture and portray the feeling you get when tucking into the creamy baked goods.
The taste experience is currently being held at 11 of the brand's theatre stores across the UK: Bluewater, Braehead, Bristol Avonmeads, Edinburgh Hermiston Gait, Enfield, Gateshead, Leeds Birstall, Manchester Trafford, Peterborough, Shannon Corner and Slough.
“These films completely capture the joy and fun of Hotlight,” said Mike Tinnion, senior creative and content manager at Krispy Kreme. “During Hotlight Hour we can produce up to 270 Hot Original Glazed doughnuts; the experience is like no other”
The videos are being staggered to build anticipation and encourage people to line up to try the product and the work marks the first dedicated campaign for Hotlight Hour in the UK. Keep an eye on Krispy Kreme's social feeds as more get released.