Krispy Kreme bags VML as its Global Creative Partner

Krispy Kreme, renowned for its delectable donuts, has selected VML as its global creative agency partner after a competitive pitching process. VML is entrusted with crafting a creative strategy and visual identity for Krispy Kreme, extending its duties to managing both global and U.S. creative and media responsibilities. This collaboration marks VML’s first major achievement following its recent merger.

Furthermore, VML’s commerce-oriented strategic and creative tactics will bolster Krispy Kreme’s promotional campaigns during crucial holiday periods, aiming to elevate brand sales and enhance 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, 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.” said Global CEO of VML Jon Cook.

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.

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.”