Doughnut chain Krispy Kreme wants the British public to say “I dough” to their work spouses this Valentine’s Day after almost three-quarters of Brits admit to having to a ‘work’ husband or wife.
As part of its ‘unboxing joy’ brand platform, Krispy Kreme is celebrating these relationships after 84% of those surveyed revealed that they had a positive impact on their mental health.
To shine a light on Britain’s work spouse obsession, Krispy Kreme has released a series of specially-made Valentine’s Cards, featuring such office clichés as emails (“I Cc You, Baby”), and the water-cooler (“There’s No One Cooler Than You”).
“We spend so much time in the office, that forming authentic, joyous relationships with our colleagues is so important and as the research shows, people are in fact deriving real benefits from their working wives and husbands, from having someone to laugh with to someone to confide in,” Krispy Kreme chief marketing officer, Emma Colquhoun said.
“That’s why, this Valentine’s Day we want to celebrate this relationship by offering 2-for-1 doughnuts and fantastic Valentine’s Day cards to work couples.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
From 6 – 12 February, Krispy Kreme will even be offering two limited-edition Valentine’s Day doughnuts for the price of one to work couples in-store.
Chartered psychologist, Dr. Audrey Tang added: “While it is not essential to have friends at work – it is certainly a lot more joyful when you do.
“Research has found that close work friends or work spouses can become “communities of coping” – people you can turn to at times of stress who really get it. Many people even stay longer in their places of work than they otherwise would because of the friendships they have formed there.”
