Cooking up sweet local success for national doughnut brand

With no connections in Southwest Florida, the region's first Krispy Kreme franchisee turned to an established "brand architecture" firm to hype its grand opening. It sold 1 million donuts in week one.

By Andrew Warfield
| 6:00 a.m. June 7, 2019
| 0 Free Articles Remaining!

About 450 doughnut-cravers camped out overnight to be first in line for the Krispy Kreme Fort Myers grand opening last fall. By the time the doors opened a crowd of about 650 had was waiting. Courtesy Spiro & Associates

Strategies

Organization: Spiro & Associates. Founded in 1989 by CEO and Chief Creative Officer Christopher Spiro, the full-service creative boutique, based in Fort Myers, works to achieve success for its clients through creative leadership, market insight and facilitating collaborations among business leaders in the market.

For Spiro, though, the idea is the thing.

“An ad agency is an ad agency is an ad agency,” Spiro says. “What stands out, No. 1, is the creative product, the idea. No. 2, you can have the best idea in the world, but if you don't have the strategy to execute the idea, it falls down. No. 3 is service. We're in the service business. But the idea is what we hold up and measure all things by.”