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Krispy Kreme Doughnuts, Inc. is an American doughnut company and coffeehouse chain owned by JAB Holding Company.
The company started its operations in 1937 in North Carolina in the United States of America and is currently spread all over the world with its coffee/Donut shops.
Recently the company came out with a social marketing campaign to promote the vaccination drive in the United States.
Social marketing enables you to develop products, services and communications that fit people’s needs and motivations. Applying social marketing principles leads to behaviour change projects that work, based on real insight into people’s lives and motivations.
Social marketing helps to ensure the policy is based on an understanding of people’s lives; making policy goals realistic and achievable.
Free Krispy Kreme vaccination doughnuts:Â
As COVID-19 vaccination efforts continue across the US, Krispy Kreme has announced a sweet incentive to help boost vaccinations: free doughnuts. The doughnut-maker revealed a new promotion offering one free Original Glazed doughnut to “anyone who shows their COVID-19 Vaccination Record Card” at “participating US locations.
” The promotion began on Monday, 22nd March 2021, and will run through Dec. 31. It will allow for “one redemption per guest per day” so you could, in theory, get a free doughnut every day for the rest of the year.
To qualify, you will need to present your COVID-19 vaccination card. It will need to show that you have had at least one of the two shots of the Moderna or Pfizer vaccines or the single-shot Johnson & Johnson vaccine.
The time tested the effect of promotions in the market, the idea seems to be fine that’s why the competitors are also coming out with some promotions similar to this, but vaccination is related to the pandemic which has caused a lot of trouble to the people. Even the effects of the vaccines are yet to prove so promoting such an uncertain event/process is risky for any corporate.
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How to get a free doughnuts at krispy kreme?
Krispy Kreme is offering up to four hours of paid time off for each COVID-19 vaccination for its employees.
While many companies are giving employees motivation, Krispy Kreme appears to be the first national chain to provide consumers with a treat. It has also given out free doughnuts on special occasions like Halloween for wearing a costume, Election Day, and recently on St. Patrick’s Day for consumers who wore green.
Here the brand is developing social marketing for its customer loyalty, now there are many customers who will walk into the store and claim the free Krispy Kreme, this creates a store/brand/customer experience for many new customers.
The community sees it as a great reason and they have a positive perception about the brand and its activities, this can create a significant customer acceptance towards the brand.
But the vaccination promotion has been met with some backlash. Some critics took a swipe at the promotion, citing the health effects of eating a doughnut daily, especially during a pandemic, while others said the offer discriminates against people who don’t want the vaccine.
