• by Steve McClellan  @mp_mcclellan, May 13, 2014

Doughnut and coffee shop chain Krispy Kreme has appointed VML as its global digital agency after a review.

There was no incumbent; VML, part of WPP's Y&R Group is the company’s first digital AOR. The shop's first work for the client will appear this summer. 

VML will handle the account out of its Atlanta office and will develop marketing and communications campaigns and content across new and existing digital, social, and interactive media channels, per the companies. The agency will work in conjunction with Krispy Kreme’s internal marketing and brand development teams, and design agency partner Shapiro Walker Design.
In the U.S., the company's measured media spending has been minimal over the past two years, according to Kantar, which reported total 2013 spending of $200,000 for the firm, down from the $434,000 it spent in 2012. Digital and global spending were not immediately available. 

“Krispy Kreme has been on an accelerated path in growing its digital presence over the last several years, making it a key driver in our marketing mix,” said Dwayne Chambers, Senior Vice President and Chief Marketing Officer, Krispy Kreme.

“VML was chosen for their obvious understanding and passion for our brand, their presence in the global markets in which our fans enjoy our products, and for their demonstrated ability to successfully execute unique and memorable campaigns on a global scale.”

Founded in 1937, the Winston-Salem, NC-based company now has 800 locations in 20 countries. The company’s revenues totaled more than $460 million in its fiscal year ended February 2, 2014, up about 6% from the previous year.

In its latest annual report the company cited digital, social, viral and interactive efforts as among its key marketing initiatives, “including the use of social media such as Facebook and Twitter to communicate product and promotional activity, new shop openings and local relationship marketing programs.” Krispy Kreme has over 4.7 million fans on Facebook.

This story has been updated to include U.S. ad spending data for Krispy Kreme from Kantar.