Nothing feels more Christmassy then meeting Santa himself and getting a gift, and Krispy Kreme is sprinkling some festive joy with the launch of their Giving Grotto. 

The alternative take on the traditional Christmas Grotto will see doughnut lovers invited to tell Santa not what they want for Christmas, but who they’d like to treat this year and why.

The Giving Grotto has been inspired by insights revealed in the first UK Generosity Report produced by the Centre for Retail Research. The research identifies that time pressure and money worries are the biggest barriers to Brits being generous, while also identifying that being generous is contagious.

Krispy Kreme are now inviting visitors to the Giving Grotto to tell Santa who they’d like to nommm-inate to get a FREE year’s supply of Original Glazed doughnuts and why. Krispy Kreme will select lucky winners at random, with 1 in 10 grotto visitors having a chance to win the year’s supply worth of doughnuts for their nomm-inated person.

Grotto-goers will also be given the option to donate their prize to Make-A-Wish UK who will use the doughnuts to spread joy at events they host throughout 2024.

Visitors will also have the chance to be treated to a free Original Glazed four pack of delicious donuts – if you are one of the first 100 Grotto visitors.

Emma Colquhoun, Chief Customer Officer UK & Ireland at Krispy Kreme said: "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 also said: “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 doughnut fans unable to get down to the Grotto in person, Krispy Kreme will also be running a Giving Grotto TikTok live event with hundreds of chances to nommm-inate your loved ones for prizes.

The Giving Grotto will be visiting the Krispy Kreme London Westfield Stratford shop on Sunday, 3rd December from 10am to 6pm.

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