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.