MC2 has supported the opening of the largest Krispy Kreme store in the UK at intu Braehead in Glasgow, with over 18,000 visitors in the first week alone.

The Manchester agency delivered an integrated campaign combining media relations, social media, guerrilla and targeted sampling activity, outdoor advertising and media partnerships, as well as collecting customer data to enable long-term engagement and sustain footfall.

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Customers queued overnight at the town’s former Clydebuilt Scottish Maritime Museum to be the first in the queue, with over 310,000 donuts subsequently sold in the first week.

MC2 has had a long-standing relationship with Krispy Kreme since the agency helped open the company’s first northern store in Manchester in 2007.

Lauren Bond, account director for MC2’s consumer brands team, said: “The UK’s largest Krispy Kreme store needed a big campaign to match, and we think we really delivered!

“It’s been great to see our work with local people and businesses translate into commercial success, and I’m confident the store will go from strength to strength – it’s clear that Glasgow loves Krispy Kreme!”