Krispy Kreme opts for ‘key moments’ strategy with VCCP Media

In brief

VCCP Media has been appointed as doughnut and coffee chain company Krispy Kreme’s media planning and buying agency after a three-way competitive pitch.

The agency will play a key role in supporting Krispy Kreme to deliver on a five year plan that includes increasing awareness of its online offering, ecommerce business, app and customer loyalty programme.

The media strategy will focus on key moments in the calendar year associated with buying treats and gifting including Halloween and Christmas.

The win comes after VCCP Media’s sister PR and social agency Good Relations won the consumer brief last year. VCCP Media had supported a campaign in January led by Good Relations for Krispy Kreme, “the world’s first ‘SADvert’, where Open Outdoor and Clear Channel created a special-build billboard in Salford to highlight Seasonal Affective Disorder.