• by Steve Ellwanger , March 23, 2021

Krispy Kreme is offering “sweet support” in the form of free doughnuts to anyone who shows a COVID-19 vaccination card at any of its U.S. stores through the end of 2021.

Starting Monday, people who present a valid COVID-19 vaccination card can receive a free Original Glazed doughnuts—any time, any day, and even every day.

Asked why Krispy Kreme is supporting those who get vaccinated but not characterizing the vaccination-related giveaways as an encouragement or reward, chief marketing officer Dave Skena tells Marketing Daily “Getting vaccinated certainly is a personal choice, and we totally respect that.What we’ve tried to focus on is sharing joy and keeping our team members and customers safe while doing so.” 

Krispy Kreme says it gave away “more than 30 million doughnuts to healthcare workers, first responders, teachers, coaches, graduating seniors, neighbors and more” in 2020.

This year, the chain will make “surprise deliveries” of free doughnut to vaccination centers throughout the country. It’s also is offering each of its employees up to four hours of paid time off to get vaccinated.

In other pandemic-related campaigns, Panera Bread today released a special installment of its “Food, Interrupted” series titled “Hunger, Interrupted.”

The 5:30 video features celebrity chef José Andrés, whose “adopted hometown” of Washington, D.C. has become the second-most food insecure region in the nation because of COVID-19.

Andrés is the founder of World Central Kitchen, which is a nonprofit organization that provides meals in the wake of natural disasters.

Panera says it partners with more than 3,500 local food banks and pantries.

“Now more than ever, it’s important to give back and ensure those in need have access to freshly made meals,” Panera chief food innovation officer Claes Petersson said in a news release. “We hope that guests join our efforts in the fight against hunger.”

Meanwhile, TGI Fridays says a consumer survey conducted by Dynata shows that 66% of respondents want to spend their federal stimulus payments “on treating themselves to dinner at a restaurant.”

To help “stretch” diners’ stimulus checks, TGI has a limited-time offer of a free Red Bull beverage with any to-go or delivery order of boneless wings.