VML appointed as Krispy Kreme’s global creative agency partner

Krispy Kreme has announced its selection of VML as its global creative agency partner. The agency is tasked with developing creative strategy and visual identity for Krispy Kreme and will handle both global and U.S. creative and media responsibilities. Krispy Kreme is the first major new business win for VML following its recent merger.

With a rich heritage spanning 86 years, Krispy Kreme is both a household name and a globally loved sweet treat brand focused on freshly made doughnuts and handcrafted coffee. Krispy Kreme operates in over 35 countries through its unique network of fresh doughnut shops, partnerships with leading retailers, and a rapidly growing ecommerce and delivery business with more than 13,000 fresh points of access.

The agency appointment marks a significant milestone for Krispy Kreme as it becomes a more global, omnichannel brand. The brand recently announced a slate of new international locations, including Switzerland, Chile and Jamaica. The brand’s expansion underscores the importance of building a thriving and consistent brand experience across all markets.

As global creative agency, VML will develop the creative strategy and platform designed 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.

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

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.”

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