Doughnut chain Krispy Kreme has selected VML as its new creative and media agency.

The WPP agency will develop creative strategy and visual identity for Krispy Kreme and will handle global and U.S. creative and media responsibilities.

The account win is the first for the new VML, which is forming as a result of the merger of VMLY&R and Wunderman Thompson. It also represents something of a reunion with Krispy Kreme, which engaged the old VML—prior to its 2018 merger with Y&R—as its digital agency in 2014.

FleishmanHillard was Krispy Kreme’s former creative agency, and will stay on to do PR.

The agency switch comes as Krispy Kreme seeks to establish a consistent brand experience across its footprint, which now includes shops in 37 countries, as well as a fast-growing fresh delivery business in the U.S. The chain also wants to scale its brand personality—all while selling more doughnuts.

“Marketers really want to bring creativity, commerce and customer experience together—this is a living example of that,” Jon Cook, CEO of VML, said in an interview. “All that sounds really good in the agency manifesto and on paper. But it’s really fun to experience that with clients as a proof point of where brands are going.”

Baking in joy

Primarily advertising on digital and social channels, Krispy Kreme has built its brand behind the notions of generosity and joy. A key insight to that positioning was that people who buy Krispy Kreme doughnuts typically give more away to others than they have for themselves.

“What we’re going to be focused on together as an agency and Krispy Kreme, is how do we bring scale and consistency to that idea of joy,” Cook said. “And the fun thing about the concept of joy is that it’s very personable, it’s very flexible in how it can manifest itself, and it gives us gives us tons of creative opportunity.”

Charlotte, North Carolina-based Krispy Kreme had U.S. measured media spending of $19 million in 2022, and $8 million through the first half of 2023, according to Vivvix, including paid social data from Pathmatics. Global sales in 2022 totaled $1.5 billion. The company reported third-quarter net revenue growth of 7.9% to $407.4 million, as it continued its global expansion into Switzerland and Kazakhstan.

“We look forward to our partnership with VML to enhance the Krispy Kreme brand experience across e-commerce, retail and our network of Delivered Fresh Daily locations throughout the U.S.,” Georgeanne Erickson, U.S. chief marketing officer at Krispy Kreme said in a statement.

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VML’s commerce capabilities will support Krispy Kreme’s limited-time offers to grow brand sales and audience engagement, the chain said.

“That was something that was very attractive as part of the process of getting to know Krispy Kreme,” said Cook. “Their expectation is world-class creativity. But their expectation is that world-class creativity moves products and grows business, and so the commerce part of our conversations was critical.”

Krispy Kreme has been focused in recent years on expanding the availability of its doughnuts and other treats through delivery to stores. It is currently testing distribution in McDonald’s restaurants in Louisville and Lexington, Kentucky.