Iconic donut sign
The Metropolitan Water District of Southern California will boost visibility of the agency’s summer advertising and outreach campaign with a symbolic “turn” of the iconic sign at Randy’s Donuts, based in Los Angeles, into a giant rooftop call for conservation. The centerpiece red knob of the district’s $5.5 million multimedia, multilingual outreach campaign will be supersized to cloak the king-sized donut on the roof of the landmark bakery.

To sweeten the ongoing need for conservation in this record drought, Metropolitan will temporarily commandeer Randy’s Donuts iconic sign for a few weeks to showcase the conservation message. This marks only the second time in the landmark bakery’s 62-year history when the donut has been masked (it was converted into an L.A. Kings hockey puck in 2014).

As part of the educational event, every person that pledges between 7-9 a.m. to conserve water will receive a complimentary donut in exchange.

The summer advertising and outreach campaign is part of Metropolitan’s ongoing efforts to spread the water-saving message to millions of Southern Californians through a multicultural, multilingual and multigenerational outreach initiative.