Results and Effectiveness

Among those queued, awareness for Gonuts Donuts' Sugar-Free offerings was at an all-time high. When asked, would you buy Sugar-Free for yourself the next time, 83% agreed.

Creative Execution

We created a Weigh While You Pay counter. At this counter, each receipt was printed on the spot with with your real-time weight. It was accompanied by a positive message about looking after your health, and a reminder that Gonuts Donuts Sugar-Free treats were also available. It took a hacked digital weighing scale, an Arduino console, a modified point of sale machine, and more that a hundred hours of coding. A simple receipt, usually ignored and thrown away, became a real-time, personalized ad. A sample message: 'You weigh 134 pounds. The say weight is just a number. What's important is how healthy you feel. A reminder from Gonuts Donuts Sugar-Fee in Amazing Glaze and Chocolate Glaze.'

Insights, Strategy and the Idea

We wanted to raise awareness about Gonuts Donuts' Sugar-Free line. Instead of doing as in-store poster or a regular product promotion, we wanted to be more engaging. The insight: If you're predisposed to sugar-free products, you're usually more concerned about your weight. The strategy: We tool the most boring part of shopping - paying at the counter - and turned it into a real-time, personalized medium. The idea: Weigh While You Pay. Your weight, on your receipt, in real time.