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Doughnut Plant and Chase Feature ‘Inception-style’ Doughnut in ‘The Ripple Effect’ Campaign

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Isreal was able to create The Ripple using points from his Chase Ink business preferred card
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Isreal used his bike as inspiration to create The Ripple.

In 2016, New York-based Doughnut Plant introduced The Ripple — an Instagram-worthy, three-layer “Inception-style” doughnut, according to Grub Street. This year, a new campaign from Chase for Business features the creator of the doughnut and founder of the store, Mark Isreal, detailing his journey toward bringing The Ripple to life.

Ad agency Droga5 conceived the campaign, which aims to show how small business owners can take advantage of Chase’s point system to make their dreams a reality as Isreal did, Adweek reported.

“I wasn’t interested in doing something that had been done before,” Isreal says in the ad. “I wanted to make this new kind of doughnut, but creating something new is expensive.”

By using his Chase card for purchases, Isreal gained around 80,000 points to fund all the materials needed to create The Ripple, including flour, sugar, butter, and milk.

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Isreal also used his points to purchase all the equipment to design the tools used to create The Ripple.