Some doughnuts sell by the dozen. Others, by the double-dozen. But Krispy Kreme in the United Kingdom just concocted a single, gigantic box that holds 2,400 doughnuts.
That's right, a doughnut box big enough to fit the bakers who baked the doughnuts, too.
When the box, which is about 11.4 feet by 3 feet, was delivered late last week to a Krispy Kreme contest-winning company that tweeted most about the promo, it required eight Krispy Kreme employees to deliver it, said Judith Denby, chief marketing officer at Krispy Kreme U.K.
"I was there — it's a very, very big box," said Gemma Vardon, director at Krispy Kreme's U.K. PR agency, The Academy. Unfortunately, no one weighed the box, so its weight remains a mystery. But its price — if one were to be sold — is not a mystery. That would be about $2,600 U.S. dollars, Vardon said.
Behind all this: Krispy Kreme's U.K. PR machine working in overdrive. The brand simply wanted to promote the fact that it was creating a new "Krispy Kreme Occasions" division that would customize doughnut offerings for corporate events or special occasions such as weddings and other celebrations. The division sells doughnut "towers" for special events or even personalized doughnuts with customized, chocolate name plates or corporate logos.
There are no plans to create another box of 2,400 doughnuts, but Krispy Kreme U.K. will sell you 100 of the so-called Double-Dozen boxes for about $2,600, said Vardon.
The company that won the big box, 360 Resourcing Solutions, celebrated in an appropriate way: tweeting a picture of Homer Simpson salivating.
That kind of "social currency" is precisely what Krispy Kreme ordered up with this promo, said brand guru Erich Joachimsthaler, CEO of Vivaldi Partners Group. Even on social media, he said, "everyone deserves a smile break."
A woman snaps a photograph of Krispy Kreme's giant box of 2,400 doughnuts on Sept. 22 in North London, England. The Double Hundred Dozen box of doughnuts was prepared by eight staff members at the Enfield Hotlight store. (Photo: Krispy Kreme)
Workers load a giant box of Krispy Kreme doughnuts into a truck. The giant box was the prize in a Twitter contest designed to promote the company's new catering service in the United Kingdom. (Photo: Krispy Kreme)
Alas, there are no plans for a 2,400-doughnut box in the U.S. market, according to U.S. spokeswoman Lafeea Watson.
What's the biggest order of Krispy Kreme doughnuts ever sold in the U.S.? "I don't have any information" on that, she said.