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Hello, communicators:

Krispy Kreme is doubling down on a March campaign that offered a free donut for customers who provide proof of vaccination. Now, customers can get two donuts by flashing their vaccine record. Dubbed the “Show Your Heart” campaign, vaccinated customers can claim one glazed donut and one heart-shaped glazed donut for free.

Krispy Kreme says that it has given away more than 2.5 million of its glazed doughnuts through the original campaign, and that it gave away more than 30 million free doughnuts to healthcare workers, teachers, graduating seniors and others in 2020.

Courtesy of Krispy Kreme

“We all hoped we’d be near the end of this pandemic by now,” says Krispy Kreme CMO Dave Skena.  ”We’re not. So, please consider getting vaccinated if you’ve not done so already. And then enjoy and share two amazing doughnuts with our heart-felt thanks.”

The timing of this promotion, which was announced days after the FDA formerly approved the Pfizer vaccine, highlights the tactic of timing your purpose and value campaigns to coincide with larger developments in the news cycle.