We’re still a few weeks out from the beginning of fall, but that hasn’t stopped the pumpkin spice firehose from blasting every sign, shelf and recipe in American life.
Krispy Kreme, hoping to have its pumpkin spice cake and eat it too, is ready to both ride the trend and craftily mock it.
The doughnut chain has launched a limited-time Pumpkin Spice Purchase Protection plan that will run through this weekend, ending Sept. 8. Here’s how it works: If you’ve bought or received a disappointing pumpkin spice product of any kind—candle, pasta, perfume, pork marinade, you name it—you can bring it into your local Krispy Kreme and exchange it for a Pumpkin Spice Original Glazed Doughnut or a new Pumpkin Spice Original Filled Doughnut.
“Bad pumpkin spice products shouldn’t happen to good people,” said Krispy Kreme CMO Dave Skena. “If you’ve been impacted by the proliferation of pumpkin spice products that don’t make sense, come to Krispy Kreme and we’ll make it all better with a free pumpkin spice doughnut.”
The concept was developed by agency FleishmanHillard. The promotion only runs through this weekend, as does the supply of of the chain’s pumpkin spice glazed and filled doughnuts. After that, locations will continue to carry pumpkin spice lattes and pumpkin spice cake doughnuts through Thanksgiving.