Krispy Kreme Touts Coffee on Radio

DALLAS Krispy Kreme is promoting its new coffee lines in live radio spots in 80 markets.

The radio buy, handled by GSD&M of Austin, Texas, consists of 50 total spots per week during the morning traffic reports on Clear Channel and Metro Traffic stations.

The campaign involves 10-second live reads by on-air talent, who were given “talking points” to mention about the doughnut chain and its branded coffee lines. “[The testimonials] are potentially different in every market,” said GSD&M representative Eric Webber. “A.M. drive-time is a heavy traffic time for Krispy Kreme, so it’s a natural time for them [to run the spots].”

The testimonials for the Winston-Salem, N.C., client began Monday and will run for five weeks. Spending was not disclosed.

Client senior vice president of marketing Stan Parker described the campaign as a test, the success of which will be measured in coffee sales over the next three weeks. “We’ve done [live radio] in some markets but nothing on this scale before.”

CMR has no media expenditures for Krispy Kreme, which prefers nontraditional advertising techniques. “We’ve always done more grassroots things that involve our products and things that tie into the local community,” Parker said. “We continue to look at new ways to do things.”

Krispy Kreme operates more than 250 locations in 37 states and Canada.