DeVries SLAM won the brief following a competitive pitch. The incumbent agency was MC2, which will now focus purely on Krispy Kreme’s new store openings.
DeVries SLAM will work on a series of campaigns designed to build cultural relevance among millennials. Alongside MC2, the agency will work with the in-house team to advise on partnership initiatives, social media and new services and product launches.
Alison Reeves, Krispy Kreme marketing manager, said: "We were looking for an agency that could take us beyond the traditional food pages and make us culturally relevant again."
Helena Bloomer, managing director of DeVries SLAM, said: "Krispy Kreme has a highly ambitious plan for the next 12 months and we are proud to be working with it to help achieve it."