From hot and humid days to a nice summer cook out, I enjoyed the years I spent in North Carolina. Growing up in Winston-Salem, the home of Krispy Kreme, there was an allegiance and addiction to those hot glaze doughnuts.

In 2023, Krispy Kreme decided to bring four of its ‘Fan Favs’ back for a victory tour.

The client asked for a way to announce the doughnuts were back, engage fans across all social media platforms, bring customers to both the stores and supermarkets, and create an exciting social contest and hashtag.

I was tasked with wroting social copy and captions for all social media channels and built a social media plan for the return of the doughnuts, in addition to the accompanying press releases.

I created a challenge and hasthag, #ChiefDoughnutMaker, which allows users to submit videos and pictures of their dream doughnut creations. The winners will visit the Charlotte, NC headquarters and create their dream doughnut alongside the Krispy Kreme experts.