Krispy Kreme Taps VML as its Global Creative Partner

Krispy Kreme is the first major new business win for VML following its recent merger.

Image by Annie Spratt

Krispy Kreme, the sweet treat brand, most well-known for its donuts, has appointed VML as its global creative agency partner following a competitive pitch.

VML is tasked with developing a creative strategy and visual identity for Krispy Kreme while additionally handling both global and U.S. creative and media responsibilities. Krispy Kreme is the first major new business win for VML following its recent merger.

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.


 

The Krispy Kreme brand, with a history spanning 86 years, has locations in over 35 countries through its network of fresh doughnut shops, partnerships with leading retailers, and a growing e-commerce and delivery business with more than 13,000 fresh points of access. The brand recently announced a slate of new international locations, including Switzerland, Chile, and Jamaica.

“We are honored to partner with Krispy Kreme, an iconic brand that is only growing in global recognition and love,” said Global CEO of VML Jon Cook.

“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.”

Dave Skena, chief global brand officer at Krispy Kreme 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.”


 

Krispy Kreme and VML will begin working together immediately, with work set to launch in market in 2024.

Image by Nahima Aparicio

Georgeanne Erickson, U.S. chief marketing officer at Krispy Kreme said, “We look forward to our partnership with VML to enhance the Krispy Kreme brand experience across ecommerce, retail and our 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.”

Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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