Krispy Kreme in Glamour magazine tie-up

18 August, 2011

Krispy Kreme has teamed up with popular women’s magazine Glamour to develop a limited-edition doughnut, based on Glamour’s trend predictions that the 1970s and bright colour influences will be key for Autumn/Winter 2011 fashions.

The Glamour Glaze doughnut will be promoted for a six-week period (29 August - 2 October), in 45 stores and 300 Tesco cabinets, via point-of-sale material, PR and social media channels. It will be available in Strawberry Glaze, and new Orange Glaze varieties.

This is not the first time the two brands have come together. A collaboration earlier this year contributed to an 8% like-for-like sales increase at Krispy Kreme. It also boosted its website traffic 110% on a like-for-like basis.

A spokesperson for the popular doughnut brand said the main aim of the partnership was “to create a positive image between fashion and food, at a key time in the fashion calendar”.

“The Original Glamour Glaze collection was extremely popular, resonating well with our customers and fans of Glamour magazine alike,” commented Judith Denby, Krispy Kreme UK’s chief marketing officer. “The new collection represents a fun and exciting way of celebrating fashion at a time when it is on everybody’s lips.”

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