How does a fruit basket brand introduce their new product and drive purchase in-store?
By disrupting National Donut Day! Havas Formula built and placed an 18-foot apple tree in the heart of New York City’s Oculus. To showcase the newest treat–and our harvested not fried narrative–donut pickers handed out samples and educated passersby. We also seeded media and influencers making the activation deliciously newsworthy!
• 72,981 total donuts distributed across the U.S. that day
• 5% lift in store sales
• 25 total influencer posts
• Over 1.2 million influencer impressions
• 150 total media placements
• Over 461 million media impressions