Krispy Kreme appoints Devries Slam for year-long creative programme

Doughnut brand Krispy Kreme has confirmed its appointment of Devries Slam to handle a year-long creative PR programme designed to target millennials.

Krispy Kreme aims to engage millennials in its latest campaign
Krispy Kreme aims to engage millennials in its latest campaign

The two businesses kicked off their partnership last month with a summer-themed picnic designed to celebrate Krispy Kreme’s birthday and promote its new products.

Devries Slam will now continue to work with the brand’s in-house team to advise on product launches, partnership initiatives and social media. It will also collaborate with communications consultancy MC2, which has been brought in to amplify Krispy Kreme’s new store openings.

Together, the team will embark on a series of creative campaigns designed to drive cultural relevance among millennials.

Alison Reeves, Krispy Kreme’s marketing manager, said: "We were looking for an agency that could take us beyond the traditional food pages and make us culturally relevant again. 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."

Helena Bloomer, managing director of Devries Slam, added: "Krispy Kreme is such an iconic brand and we’re extremely excited to be working alongside the marketing team to help raise awareness of their delicious sweet treat offering in the UK. Krispy Kreme has a highly ambitious plan for the next 12 months and we are proud to be working with them to help achieve it."

More: Krispy Kreme hosts summer-themed picnic in London

In pictures: Krispy Kreme creates giant box of doughnuts to promote new events service

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