Krispy Kreme, one of the most beloved and well-known sweet treat brands in the world, announced today 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.
