International doughnut chain Krispy Kreme has selected newly-created ‘super agency’ VML as its new global creative agency partner in what it the firm’s first major piece of new business.
VML will now be responsible for developing the creative strategy and visual identity for Krispy Kreme and will oversee its creative and media responsibilities to boost brand awareness and drive consumer preference.
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“Partnering with Krispy Kreme, a brand that continues to gain love and recognition globally, is an honour. Our team is excited to contribute to Krispy Kreme’s brand journey, ensuring it continues to charm and satisfy customers at every interaction,” VML global CEO, Jon Cook said.
The new agency will also leverage its commerce capabilities to support the chain’s limited-time discounts during key holiday periods in a bid to boost brand sales and customer engagement.
