KRISPY KREME - Lambert, Edwards & Associates
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Krispy Kreme Grand Opening Krispy Kreme Grand Opening Krispy Kreme Grand Opening Krispy Kreme Grand Opening

Krispy Kreme Doughnuts is a global retailer of premium-quality sweet treats, including its signature Original Glazed® doughnut, and has more than 1,000 retail shops in 24 countries.


LE&A was brought in to plan and execute the grand opening of the first West Michigan location of Krispy Kreme Doughnuts.


  • Create a “first in line” event to build buzz and generate excitement ahead of opening
  • Recruit area students and residents to participate​
  • Develop and execute “Sneak Peek” event prior to opening​
  • Provide media relations support to build awareness and promote ongoing PR activities


  • LE&A-designed contest promised “year’s supply of free donuts” to first in line​
  • With LE&A encouragement, people began camping out seven days before opening – setting a national record​
  • Efforts generated strong local and national awareness
  • More than 1,200 people attended the “sneak peek” event
  • First-week sales exceeding all expectations
  • LE&A subsequently was asked to handle all Michigan store openings including Flint, Detroit, Kalamazoo and Lansing – where we set another national record for the longest campout, at 13 days!

Capabilities, Public Relations