The move forms part of Krispy Kreme’s strategy to become ‘global, omnichannel brand’
Krispy Kreme operates 2,100 outlets and 13,400 total points of sale across 37 markets | Photo credit: Darrien Staton
Krispy Kreme has appointed advertising giant VML as its new Global Creative Agency Partner.
New York-based VML will take on media responsibilities for the brand’s US and international business, which encompasses 2,100 outlets and 13,400 total points of sale across 37 markets. This will include developing creative strategy and increasing brand awareness across Krispy Kreme’s retail, partnership and direct-to-consumer sales channels.
In a press release, VML said its appointment marks a significant milestone for Krispy Kreme as it becomes ‘a more global, omnichannel brand’. The coffee and donut chain opened its first stores in Chile, Jamaica, Costa Rica, Kazakhstan and Switzerland this year.
Krispy Kreme’s expansion ‘underscores the importance of building a thriving and consistent brand experience across all markets’, VML added.
“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, Krispy Kreme.
Krispy Kreme is the first major new business win for VML following the merger of Wunderman Thompson and VMLY&R in October 2023. Parent company WPP said the combined entity will be the largest creative company in the global marketing industry when it becomes operational on 1 January 2024. VML said it will begin work with Krispy Kreme immediately, with its first campaigns set to launch next year.