VCCP Media gobbles up Krispy Kreme digital account

Doughnut and coffee house chain Krispy Kreme is aiming to boost its performance marketing with the appointment of VCCP Media as its lead agency of record in the UK and Ireland.

With a brief to work across strategy, media planning and buying, the agency will aim to boost SEO for retail outlets across the UK and Ireland. The appointment follows a three-way competitive pitch.

There are nearly 100 standalone Krispy Kreme stores in the UK, and a presence in 500 Tesco stores.

VCCP Media will play a key role in supporting Krispy Kreme to achieve its immediate business objectives as well as deliver on a five-year plan. This includes the ambition to increase awareness of its online offering, ecommerce business and app and customer loyalty programme.

The media strategy will focus on key moments in the calendar year associated with buying treats and gifting, including Valentines, Easter, Eid, Halloween and Christmas. The remit will cover both the UK and Ireland and work has already commenced on the account.

The win comes after VCCP Media’s sister PR and social agency, Good Relations, won the Krispy Kreme consumer brief last year; its first work was claimed to be the world’s first SADvert, a light-emitting billboard to ease the pain of those suffering from Seasonal Affective Disorder (pictured).

The two VCCP agencies will now work collaboratively to maximise organic coverage and PR initiatives.

Krispy Kreme chief marketing officer Emma Colquhoun said: “VCCP Media has shown that they have great insight into what we need from a media partner and are thrilled to work with them on the goals we want to achieve in the coming years. Their approach drums up creativity and we can’t wait to see what comes from this partnership.”

VCCP Media chief executive Tara Marus added: “We are delighted to have been appointed to work in partnership with such an iconic brand as Krispy Kreme to partner with them on their journey to realise their ambitions to increase ecommerce and app loyalty. Our shared challenger spirit is truly evident and we are excited at the opportunities to collaborate and drive business growth.”