Proving you can get away with mischief if you cultivate a sense of humor and good will with your brand, Krispy Kreme launched their living, growing grass flip-flops to help Londoners cope with stress.

The press release is traditional and entirely straight. It begins with survey results to set up the story, presents the solution and supports it with a quote:

"There's currently a lot of uncertainty in the city so what better way to escape the concrete jungle than by slipping on a pair of grass flip-flops and walking around in your own mobile meadow. We cheer people up every day with our one of a kind doughnuts, but hopefully by providing them with their own part of park life too we'll be able to bring a sense of natural calm to stressed-out workers."

It's a nice morsel of sticky, bloggy goodness to push people to Krispy's photo and text message campaign.

The campaign is the work of London-based consumer agency Mischief PR.

[via OhGizmo!]