Krispy Kreme has chosen Salford to reveal the world’s first SADvert, encouraging the nation to wave goodbye to winter blues and let the light shine. At the touch of a button, the new billboard dispenses light therapy designed to help boost the moods of Brits struggling with the lack of sunlight…but a giant box of donuts would probably have the same effect on us to be fair…
The light-emitting billboard is intended to be a welcome addition to commuters and passers-by in January when sunlight levels are at some of their lowest and those suffering from Seasonal Affective Disorder (SAD) may be struggling the most.
New research from popular donut peddlers reveals that the nation’s weather obsession really does impact more than our plans. Results show that the wintery weather, shorter, darker days, and feeling cold are top of the list for inducing gloom – and 56% believe that winter weather in Britain has a negative effect on their mood.
The survey also reveals that the average person spends just under an hour a day outdoors in winter. While most manage to get approximately 44 minutes of direct sunlight per day, one in five admit to getting no more than 15 minutes of sun each day during January.
Krispy Kreme has launched this fun and interactive SADvert after a survey of 2,000 adults found that one in four feels at their lowest mood during the month of January. The billboard is located between Chapel Street and New Bailey Street in Salford, a region which gets less than 2 hours of sunlight per day on average during January.
Dr Shelley James, Director at Age of Light Innovations said: “Bright light, especially in the morning, can help boost your mood in three naturally powerful ways by helping the brain to regulate mood hormones, supporting alertness and making it easier to fall asleep.
SAD lamps work because they can supplement natural light to give our brains the brightness they need to rise and shine.
Getting outside into natural daylight and popping over to Salford to visit this Krispy Kreme SADvert can top up your mood-boosting system when the sun just isn’t breaking through as well as giving you a chance to get a little exercise. Bright light at the right time can even help you sleep better too.”
Emma Colquhoun, Chief Marketing Officer UK & 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 this week arguably one of the toughest. And the study indicates we’re not far wrong. From the national average of nine bad moods in January, we hope today won’t be one.”
“This is the only doughnut box in the world to deliver light therapy that can help banish Seasonal Affective Disorder (SAD). We thought there was no better way to unbox joy and light-en the nation’s mood as we celebrate the launch of our irresistible new doughnuts at just 195 calories each! We’re really hoping to brighten the day of anyone walking past our SADvert today. Daylight and Doughnuts? It’s a joyful combination we’re happy to share.”
Enjoying a treat makes Brits’ top-ten mood lifting activities, Krispy Kreme is helping everyone unbox joy this New Year with the launch of its new creations at a surprisingly low 195 calories each. Choose from the Original Glazed, or new flavours such as Berry Burst and Lemon Crunch, bursting with fruity flavours and toppings (both are available until 29th January.)
