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Airtasker PR case study by Cherish PR

A Win-Win Situation – How Cherish Helped To Make Dreams Come True While Making Our Clients Famous

29/07/2021

What was your dream job as a kid? Did you want to be an astronaut or a princess? How about a doughnut taste tester? Sounds like a dream, doesn’t it!?

We at Cherish love to make those childhood dreams come true and that’s why to celebrate National Doughnut Week this July, we hooked our client Airtasker with Dum Dum Donutterie to search for a taste tester to nominate the best vegan ‘Crone’ flavour, a vegan combination of a croissant and doughnut cone filled with delicious gelato and treats. 

The gig of your dreams

Dum Dum Donutterie posted a job on Airtasker, which is an online community platform connecting those who need work doing with those looking to work, for an independent taste-tester to visit their Brighton store during National Doughnut Week between July 10th – 18th and help select the next customer favourite ‘Crone’. The dream-like job description included eating an array of delicious treats and a month’s worth of free doughnuts. And you could earn £200 for this hard work!

This Airtasker job posting had thousands of applicants willing to spend a few hours tasting these delicious treats. One lucky applicant, Jamal Khan from Croydon, caught Dum Dum’s attention with his doughnut pun-filled application.

It’s hard work but someone has to do it!

Jamal was welcomed on the tasting day by Dave Petrie, Head of Operations at Dum Dum’s, who took him from being a ‘Donutee’ (customer) to an honorary ‘Donuteer’. 

Jamal started with the Crone, a delicious cinnamon coated croissant doughnut cone before selecting his own fillings, sauces and toppings to help create the next customer favourite to be sold in stores. Jamal scored each Crone out of 5 using Dum Dum’s scorecard based on flavour, texture, combination and uniqueness. After putting in a hard day at work, Jamal chose the vegan caramel chocolate cups drizzled in chocolate sauce, sprinkled with Biscoff biscuits and topped with Vegan Biscoff Ice-cream. Mouthwatering, isn’t it!

Not happy with just Crones, Jamal even taste tested the brand new Dough Shakes. What a dream gig!

The era of the ‘gig economy’

“I’m new to Airtasker but had heard about it through friends who have posted and completed tasks like gardening and DIY but this shows that you can really get anything done on Airtasker!” Jamal said after the gig.  “I’m a huge doughnut fan and as soon as I saw the job I just had to apply for it. I used many doughnut puns as I knew Dum Dum’s were a brand that doesn’t take themselves too seriously and has a really friendly, fun motto and this seemed to get me the job!” he continued.

The media loved the story

We shared the story with multiple online media, including Metro.co.uk, reaching more than 13 million people. 

If you want to know how the winning Crone tastes like, keep an eye out for the release of the winning Crone in Dum Dum stores this Summer.

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