Doughnuts delivered...sort of

29 November 2017 | Jo Doverman

When launching a new campaign, brands sometimes like to give their product away for free to gain some attraction and get the conversations started among the public.

UberEats recently did just that and offered a rather generous 36,000 FREE Krispy Kreme doughnuts to the people of London. This was all part of its campaign to promote the doughnut chain’s launch of the food delivery app.

But, being the gluttonous nation that we are, Londoners managed to crash the UberEats app within minutes of the promotion going live, causing upset and despair among the hungry hopefuls.

It’s unsurprising that the app might crash under so much pressure but let me also draw your attention to the trending hashtags that day:

Number one: #WorldDiabetesDay. Number two: #KrispyKreme.

Yep, the very same day that Krispy Kreme tried giving away thousands of glazed goodies, happened to coincide with World Diabetes Day. Awks.

Although, the lack of diabetes inducing snacks that day was probably a blessing in disguise.

Its failure to (literally) deliver led everyone to voice their anger and frustration on Twitter with some saying they’d never buy a Krispy Kreme doughnut or use UberEats again. We all say things we don’t mean when we’re hungry though.

However just 24 hours later, the team at Deliveroo noticed this window of opportunity to fulfil the doughnut dreams of London and hopped on their bikes to deliver 1,000 doughnuts to the masses.

To avoid any app crashing embarrassment, Deliveroo simply positioned itself at three popular London tube stations to fulfil the doughnut dreams.

Two of Krispy Kremes’s rivals; Doughnut Time and Crosstown Doughnuts, managed to grab a bite of the action as the chosen doughnut establishment for Deliveroo’s savvy PR move.

A little bit shady? Perhaps. But it was smart, demonstrating quick thinking and an even quicker turn around. The firm ironed out all the issues it noticed with the UberEats campaign and used that to its benefit.

Deliveroo has demonstrated that it pays to always keep an eye on the competition. One brand’s PR flop is an opportunity to generate some great PR for your own. Nice work, Deliveroo!