A new study has found that 58% of Irish people have been ‘ghosted’ by a friend or family member in the past year. To help those reconnect with their ghosts through the medium of doughnuts, Krispy Kreme is giving away hundreds of ‘Ghosted Boxes’ this Halloween season.
The phenomenon of ghosting could be leading to Irish friendship groups shrinking. A decade ago, the average person says they had 5.6 ‘close friends’ - but today that has fallen to just 4, a drop of 27%. Furthermore, 5% say they now have no close friends at all - a 40% rise on a decade ago.
To counter this trend, Krispy Kreme is calling on you to use the most ghostly time of year, to reconnect with former friends by trick-or-treating them to a free box of doughnuts. People across Ireland are encouraged to bring friendships back from the dead by sending anyone they’ve lost touch with a hauntingly empty Krispy Kreme ‘Ghosted Box’. The empty boxes will be filled with delicious Original Glazed doughnuts for free when taken into any Krispy Kreme shop.
While more than a quarter (28%) say a close friend has ghosted them in the past year, more than one in ten (13%) say their best friend has, and 17% have even been ghosted by a family member.
As well as being ghosted themselves, many admit to having ghosted someone else - 46% say they have done so in the past year and there are multiple reasons for this. Over a third of people (41%) say they have simply drifted apart and 26% say they ghosted someone because they were simply ‘in a different life stage’.
Emma Colquhoun, Chief Marketing Officer UK & Ireland at Krispy Kreme said: “This Halloween, we are pleased to be calling on the nation to reconnect with their ‘ghosts’ through the medium of doughnuts. Our doughnuts provide a perfect sharing moment which is why they're certain to bring people back together, rewarding them with a box of our delicious Original Glazed doughnuts.”
While stocks last, Ghosted Boxes can be ordered for free on the Krispy Kreme Ghosted Box page between 9th and 13th October as a hauntingly empty box sent by mail to their chosen recipient. The Ghosted Boxes will include a ghostly reconnection note and can be redeemed for a four-pack of Original Glazed doughnuts at any Krispy Kreme shop from 23rd to 27th October.
Subject to availability – when they’re gone, they’re gone!
Slán go fóill.