When living in New York in 1998/99 I experienced the Krispy Kreme marketing first hand and regularly. When they arrived in Sydney they followed this approach. Last night, at Melbourne airport, I encountered them again – 10:30pm and staff were walking through the airport giving anyone who wanted on a free Krtispy Kreme donut.
What makes this tactic work is their consistency and regularity. No pushy claim – what have you got to lose? Nothing and that is why word of mouth around the brand is excellent.