VML, the WPP agency giant formed from the merger of Wunderman Thompson and VMLY&R, has scooped the global Krispy Kreme account as its first major new business win, despite not officially launching until January 1 2024.
The agency, which won the business following a competitive pitch, is tasked with developing creative strategy and visual identity for Krispy Kreme and will handle global creative and media responsibilities.
In May, the company handed VCCP Media its performance marketing account as its lead agency of record in the UK and Ireland.
First launched in the US in the 1930s, the brand operates in over 35 countries and recently announced a slate of new international locations, including Switzerland, Chile and Jamaica. There are nearly 100 standalone Krispy Kreme stores in the UK, and a presence in 500 Tesco stores.
Krispy Kreme’s network of fresh doughnut shops are supplemented by partnerships with leading retailers, and a rapidly growing ecommerce and delivery business with more than 13,000 fresh points of access.
The company claims the agency appointment marks a significant milestone for Krispy Kreme as it becomes a more global, omnichannel brand, underscoring the importance of building a consistent brand experience across all markets.
VML will aim to increase brand awareness and drive preference for Krispy Kreme locations and points of access globally.
In addition, VML’s commerce-focused strategic and creative approach will support Krispy Kreme’s limited-time offers across key holiday periods to grow brand sales and audience engagement.
Krispy Kreme chief global brand officer Dave Skena said: “VML’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.”
VML global CEO Jon Cook added: “The team is beyond enthusiastic to help shape the next brand roadmap for Krispy Kreme as it inspires and delights consumers around the world at each and every touch point.”
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