The new drive-through Krispy Kreme store in Trafford has notched up the firm’s biggest opening day on record, after a concerted PR push by Manchester’s MC2.
As previously reported on How-Do, the agency undertook a high profile campaign that saw it team up with local media sources such as Manchester Confidential and Galaxy 102 to raise consumer awareness. A VIP launch party was also masterminded, attracting 450 members of the Mancunian glitterati.
The resulting interest in the first North West outlet of the US donut giant saw 180 people queuing at 6am in the December cold for the doors to open, producing opening day takings that reportedly beat the figures produced from the first ever UK KK store at Harrods.
MC2’s consumer head Abby Wright hailed the campaign as one that was “integrated at all levels” (featuring media channels as varied as blimps, online and Bluetooth activity), leaving the client “absolutely delighted” by the results.
In other news, the agency has welcomed two new clients in the shape of TV chef Simon Rimmer, who owns the Earle eatery in Hale, and ‘dentist to the stars’ Lance Knight. Both accounts will centre on general profile raising, as well as specific project briefs.
Knight has the honour of getting celebrities such as Shaun Ryder, Alan Carr, Danielle Lloyd and Caprice to open up and say ‘ah’ for him.
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