As the world recovered from a massive global software outage that impacted airlines, banks, hospital services and other businesses, Krispy Kreme launched a free donut promotion campaign, which mirrors the software update that brought the Windows systems back on.

The promotion offered a free ‘sweet-ware update’: “Sweet-ware Update Available! 💻 Does technology have you down today? Our windows are working great and so is our Hot Light! Come on in and help yourself to a FREE Original Glazed® Doughnut from 5-7 pm to add some sweetness to this sour day!” Krispy Kreme posted on Instagram, joining the #GlobalItOutage hashtag.

In participating US shops, it offered a Free Original Glazed doughnut per customer for two hours on July 19, in-shop or via drive-thru, following one of the biggest software outages worldwide, according to data shared by Microsoft. No purchase was necessary to receive a free sweet treat.

Photo: Krispy Kreme