To celebrate the new limited edition american pie inspired doughnut range 'Pie-ettes', Krispy Kreme launched a new tasting experience in London, Doughtown Records.
Kit and Caboodle were enlisted to come up with the creative, build, produce and manage a two day activation. We needed to create an experiential experience ensuring guests walked away with a unforgettable intimately engaging time.
Taking over The Arch Boutique - a blank canvas and predominantly white space, we created a pop-up record shop, designed by us and built from scratch. Additionally we transformed the basement of this space into a stunning speakeasy.
Complete with bentwood chairs, a soul train inspired stage backdrop and bespoke neon signage. We carefully curated and procured the actors and vocalists whilst additionally programming the show. Guests were invited to discover the 'Sweet Spot' hosted by Miss Candy, through a secret doorway hidden at the back of the Doughtown Records record store owned and hosted by store owner Mo. They just needed to use the secret code word ‘Sweet as Pie-Ettes’ to gain entry.
They were treated to spectacular live performances from Motown singers, “The Pie-Ettes” and were additionally spoiled with a huge choice of deserts including new Krispy Kreme Ice Kreme or Banana or Cherry Kreme shakes!
For those four pieces of coverage alone the media platforms have around 75.4M online readership and it's estimated that the articles were viewed 83.3K times with 418 social media shares within hours of the launch. As well as over 2000 in attendance of the 2 day immersive experience.
"I think it’s been an amazing event. It’s really different to anything that we’ve done before and it really brought together a different creative to what our brand uses – this tied it all together a bit. Absolutely fantastic, I thought, on Kit and Caboodle’s part. I think the project was a real success, it really brought the Krispy Kreme Americana feel and brought a different element that customers have never seen before from Krispy Kreme. Every customer that I spoke to that came in had a fantastic time - it wasn’t what they expected but it really showed them a different element of Krispy Kreme and they really enjoyed it"
RACHEL CHAPMAN, BRAND CAMPAIGN MANAGER, KRISPY KREME
Some pictures below thanks to photographer Liam Simmons