Since 1995, Marvel Comics has declared April 28 National Superhero Day.
And this year, Krispy Kreme celebrated by offering the first purchasers of a dozen doughnuts across its 43-state footprint an additional dozen for free.
In order to support this promotion, the NC-based doughnut franchise partnered with NC-based agency Baldwin& for special doughnut box packaging as well as mobile and online advertising.
The comic book-inspired, one-dozen box SuperHero design was created by noted illustrator Marc Laming. It serves as the chain's first promotion to deviate from the company’s standard corporate design identity.
The design was printed sideways on the top of the box to open like a comic book. The promotional boxes have playful copy: “Buy a dozen. Get a free original glazed dozen for your sidekick" and “Costumes not required. Just super encouraged.”
This promotion was supported with flash banners aided with a contextual buy via the Turn and Verve Mobile networks. The company targeted those with superhero movie interests and living within 10 miles of a Krispy Kreme location.