In a bid to infuse the holiday season with goodwill, Krispy Kreme, in collaboration with Make-A-Wish UK, is introducing the first-ever ‘Giving Grotto.’ Departing from the conventional Christmas Grotto, this innovative initiative encourages patrons to share the joy of giving rather than focusing on their own desires.
Inspired by findings from the inaugural UK Generosity Report by the Centre for Retail Research, the ‘Giving Grotto’ seeks to address common barriers to generosity, such as time constraints (38%) and financial concerns (37%). The report also highlights the contagious nature of generosity, revealing that nearly two-thirds (64%) of those benefiting from generous acts are motivated to pay it forward.
To kickstart a wave of Christmas generosity, Krispy Kreme invites visitors to the ‘Giving Grotto’ to reveal to Santa whom they’d like to treat with a free year’s supply of Original Glazed doughnuts and the reason behind their choice. Winners will be selected randomly, providing 1 in 10 Grotto-goers with the opportunity to gift a year’s worth of doughnuts to their nominated person. Participants also have the option to donate their prize to Make-A-Wish UK, contributing to spreading joy at events throughout 2024.
Adding to the festive spirit, the first 100 Grotto visitors will receive a complimentary four-pack of Original Glazed doughnuts as a token of appreciation for embracing the Christmas spirit. The doughnuts gifted in the Christmas Grotto won’t be the doughnuts that will be specially made for the festive season.
Emma Colquhoun, Chief Customer Officer UK & Ireland at Krispy Kreme, expresses the intention behind the ‘Giving Grotto’: “We’re launching the Giving Grotto to encourage Brits to revel in the joy of being generous this Christmas. With increasingly busy lives, people watching their pennies, and so much happening in the world, there’s a risk we might not see quite the joy sharing and gift-giving this festive season. Our Giving Grotto is the perfect place to make a generous wish come true.”
Steph Witt, Director of Income & Engagement at Make-A-Wish UK, shares her enthusiasm for the collaboration: “Christmas is traditionally the season of giving, and it’s a hugely important time for Make-A-Wish UK. As part of our ongoing partnership with Krispy Kreme, we’re delighted to be inspiring generosity with the Giving Grotto. The donations we receive will help to create life-changing wishes for children facing critical illness.”
For those unable to visit the Grotto in person, Krispy Kreme will host a TikTok live event, providing numerous opportunities to nominate loved ones for prizes. During the event, viewers will be offered a chance to win one of three year’s supplies of doughnuts.
The Giving Grotto will be open at Krispy Kreme’s London Westfield Stratford shop on Sunday, 3rd December, from 10 am to 6 pm. Entry operates on a first-come, first-serve basis, with the first 100 customers meeting Santa in the Krispy Kreme Giving Grotto and receiving a four-pack of Original Glazed doughnuts.
Terms and Conditions for the event include:
- Children aged 16 or under must be accompanied by and supervised by a legal guardian.
- Entry is on a first-come, first-served basis, with the first 100 in the queue gaining entry.
- Krispy Kreme reserves the right to alter opening times without prior notice.
- No entry fee or purchase is necessary for the competition or event
The ‘Giving Grotto’ is not just about doughnuts; it represents a unique approach to spreading generosity during the festive season, aligning with the spirit of Christmas as a time of giving and goodwill.
