4 days ago
Krispy Kreme calls out doughnut 'dupes' with cheeky part-exchange scheme
Krispy Kreme is stirring up a storm with a cheeky 'part exchange' scheme, set to take place on Friday June 6th, in celebration of National Doughnut Day.
The doughnut giant is challenging rivals by offering customers the chance to trade in any half-eaten non-Krispy Kreme doughnuts for their signature Original Glazed ones.
A team of Krispy Kreme experts will be stationed in stores to 'verify' these knock-offs by closely inspecting the texture, glaze cracks and recognisable shape.
Those who bring in a counterfeit version can anticipate a delicious reward, with thousands of free doughnuts ready to be claimed across UK and Ireland outlets.
The move follows a survey, conducted among 2,000 adults, which found that 73 per cent felt let down by "fake" food and beverage purchases.
For those duped by imitations, 79 per cent felt the substitutes weren't quite up to scratch, whereas 72 per cent were willing to spend more for an authentic product.
Taking aim at imitations, Krispy Kreme's spokesperson has candidly remarked: "They say imitation is the ultimate form of flattery, and we have seen many copies of our iconic doughnuts over the years. But we all know a dupe is rarely as good as the real thing."
Urging customers to favour authenticity, they added: "We want doughnut fans to enjoy the best of the best, so turn your backs on the dupes and stick with the original."
It follows insights from the OnePoll-led study which highlighted that merely 21 per cent of consumers believed the knock-offs they purchased matched the quality of the originals, with some 10 per cent consistently feeling disenchanted with their buys.
In a surprising collaboration, the company has teamed up with Lady Leshurr to release a diss track called 'We Run This Glaze', which takes aim at subpar doughnuts.
Lady Leshurr, known for her appearances on Celebrity Masterchef, Celebrity SAS Who Dares Wins, and Dancing on Ice, recorded the song as a direct challenge to 'fake' baked goods.
