CHALLENGE |
Famous for their mouth-watering, hot, original glazed doughnuts, Krispy Kreme's Western Franchise is part of a 65-year-old chain. When they opened up shop in Las Vegas in 1998, they wanted to be an integral part of the local community and hoped to be the name people associated with good times and good taste. The challenge was to create this connection and develop a plan to make Krispy Kreme a special part of the Las Vegas family. Additionally, Krispy Kreme was embarking on an aggressive expansion campaign - opening stores in Utah and Idaho.

SOLUTION |
Vanguard Media Group proposed a wide variety of possible solutions to incorporate Krispy Kreme into the Las Vegas and Salt Lake City communities, and worked with the franchise to develop a strategic marketing plan - one that supported their core focus of developing community ties as part of an overall marketing plan. The agency looked at long-range plans including relationship building, consumer-focused activities, advertising, promotions and merchandising. Media relations activities were created and nurtured to allow positive and informative exposure for Krispy Kreme to the public through television, radio and newspapers. Our agency also helped the franchise open three locations: Sandy, Utah, Layton, Utah and Boise, Idaho. Billings, Montana will open June, 2004.

RESULTS |
As a result of these proposed solutions, Krispy Kreme has thrived in its Utah, Nevada, and Idaho markets and has been nationally identified by Fortune Magazine as "America's Hottest Brand." Recently celebrating their 5-year anniversary in Las Vegas, the company is now extremely well-known as a community leader when it comes to fundraising, donations and community activities. Assisting various local non-profit organizations, Krispy Kreme has demonstrated leadership in fundraising and has developed key relationships along the way. The store openings that we coordinated and planned for the franchise resulted in significant media coverage, as well as strong first-week sales. Each opening was supported by over 50-minutes of earned media, primarily on television.