US doughnut and coffeehouse chain Krispy Kreme has appointed VCCP Media as its new lead agency partner for the UK and Ireland branch of its business.
Covering strategy, media planning and buying as well as SEO, the account was awarded to the London agency at the conclusion of a three-way competitive pitch process.
VCCP Media will now be entrusted with driving high-value campaigns for Krispy Kreme as it looks to achieve both its immediate objectives alongside longer-term goals defined in a five-year plan.
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“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,” Krispy Kreme chief marketing officer, Emma Colquhoun said.
The new strategy will aim to maximise cut through during key moments in the calendar that are associated with gifting, such as Valentine’s Day, Easter, Eid, The King’s Coronation, Halloween and Christmas.
VCCP Media CEO, Tara Marus added: “We are absolutely 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 fantastic ambitions to increase e-comm and App loyalty. Our shared challenger spirit is truly evident and we are excited at the opportunities to collaborate and drive business growth.”
