Krispy Kreme’s 12 month plan to drive ‘cultural relevance’ in UK market
Krispy Kreme donuts is prepping a series of campaigns to raise its profile and drive cultural relevance in the UK market after hiring DeVries SLAM to plot a 12-month PR drive.
It has been 12 years since the American donut brand made its UK debut in Harrods, and Krispy Kreme is hoping a new awareness drive will help build its reputation, particularly amongst millennials.
Working alongside MC2, responsible for amplifying Krispy Kreme’s new store openings, DeVries SLAM will work closely with the in-house team to advise on partnership initiatives, social media and new services and product launches, to ensure the fun positioning of the brand is at the heart of all communications.
Alison Reeves, Krispy Kreme's marketing manager, said that despite being the UK’s “number one” donut brand it wanted to move beyond traditional food pages in its media communications and create more cultural relevance.
“We needed an agency partner that would be able to amplify our new product launches and services in a way that would instill Krispy Kreme in the hearts and minds of our consumers,” she said.
Devries SLAM manager director Helena Bloomer added that the up coming plans are “highly ambitious”.