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Krispy Kreme launches 'SADvert' light-emitting billboard campaign

David Murphy

Krispy Kreme has launched what it describes as the world's first ‘SADvert’, a light-emitting billboard designed to help boost the moods of Brits struggling with the lack of sunlight in January. The campaign has been created to launch Krispy Kreme’s new creative platform, ‘Joy Unboxed’. The billbioard was created and launched by integrated PR & social agency Good Relations with support from sister agency VCCP Media, Open Outdoor and Clear Channel UK.

The SADvert campaign has been developed in response to research from Krispy Kreme which revealed that that one in five Brits admit to getting no more than 15 minutes of sun each day during January even though more than half of us (56 per cent) believe direct sunlight is the best way to boost a low mood.

The brand hopes the billboard will prove a welcome addition to passers-by in January when sunlight levels are at their lowest and those suffering from Seasonal Affective Disorder (SAD) may be struggling the most. Passers-by need to touch a button to activate the billboard.

The billboard has been constructed in Salford, a location selected due to the region getting less than two hours of sunlight per day on average during January. It features giant decorative doughnuts from the brand’s new 195 calorie range, including Original Glazed, Berry Burst and Lemon Crunch flavours in the Krispy Kreme dozen box.

“Opening a box of doughnuts is one way to bring joy into people’s lives, so we wanted to make that literal,” said Emma Colquhoun, Chief Marketing Officer UK & Ireland at Krispy Kreme. “ We've just had Blue Monday, often referred to as the most depressing day of the year, making this week arguably one of the toughest. 

“This is the only doughnut box in the world to deliver light therapy that can help banish Seasonal Affective Disorder (SAD). We thought there was no better way to unbox joy and light-en the nation’s mood as we celebrate the launch of our irresistible new doughnuts at just 195 calories each.”