Doughnut giant Krispy Kreme has selected VML as its global creative agency partner. The agency is tasked with developing creative strategy and visual identity for Krispy Kreme and will handle both global and U.S. creative and media responsibilities.
Krispy Kreme is the first major new business win for VML following its recent merger that found VMLY&R joining forces with Wunderman Thompson under the VML name.
The agency appointment marks a significant milestone for Krispy Kreme as it becomes a more global, omnichannel brand. Krispy Kreme is an 86 year-old heritage sweets brand focused on freshly made doughnuts and handcrafted coffee, operating in over 35 countries through a network of fresh doughnut shops, partnerships with leading retailers and a rapidly growing ecommerce and delivery business. The brand recently announced a slate of new international locations, including Switzerland, Chile and Jamaica.
As global creative agency, VML is tasked with developing the creative strategy and platform to increase brand awareness and drive preference for Krispy Kreme locations and points of access globally. In addition, VML will support Krispy Kreme’s limited-time offers across key holiday periods to grow brand sales and audience engagement.
“We are honored to partner with Krispy Kreme, an iconic brand that is only growing in global recognition and love. The team is beyond enthusiastic to help shape the next brand roadmap for Krispy Kreme,” said Jon Cook, global CEO of VML in a statement.
VML was selected by Krispy Kreme following a competitive pitch. Financial details of the deal were not disclosed, but the 2023 spend estimate for Krispy Kreme is $15 million, all in digital, according to COMvergence.
“We are excited to embark on this transformative journey with VML. The agency’s data-informed strategic mindset and brilliance in creative global brand platforms offer the partnership we need to elevate the Krispy Kreme brand and captivate audiences across all of our global markets,” said Dave Skena, chief global brand officer at Krispy Kreme in a statement.
Georgeanne Erickson, U.S. chief marketing officer at Krispy Kreme added that the brand is looking to the partnership with VML to enhance the Krispy Kreme brand experience across ecommerce, retail and its network of “Delivered Fresh Daily” locations throughout the U.S.
“We are energized and inspired by the agency’s caliber of creativity and strategic thinking,” said Erickson in a statement.
Krispy Kreme and VML will begin working together immediately, with work set to launch in market in spring of 2024.