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By Amy Houston | Senior Reporter

January 23, 2023 | 2 min read

The activation is situated in Salford, which averages less than two hours of sunlight a day in January.

Many people in the UK struggle with seasonal affective disorder, or Sad, during the winter months, with one in five Brits admitting to receiving no more than 15 minutes of sun each day during January.

In response, Krispy Kreme is promoting its new low-calorie range with a light-emitting wall of giant doughnuts – part of the brand’s new ‘Joy Unboxed’ platform, which is a collaboration between Good Relations, VCCP Media, Open Outdoor and Clear Channel UK.

Emma Colquhoun, chief marketing officer UK and Ireland at Krispy Kreme, said: “Opening a box of doughnuts is one way to bring joy into people’s lives, so we wanted to make that literal. We’ve just had Blue Monday, often referred to as the most depressing day of the year, making [last] week arguably one of the toughest.

“This is the only doughnut box in the world to deliver light therapy that can help banish seasonal affective disorder. We thought there was no better way to unbox joy and lighten the nation’s mood as we celebrate the launch of our irresistible new doughnuts at just 195 calories each.”

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