Krispy Kreme in UK agency review

Troubled doughnut chain Krispy Kreme (KK) is reviewing its PR strategy as it seeks to reinvigorate Britons' enthusiasm for a brand launched to great fanfare in the UK 18 months ago.

The review comes as snack-food firms face increasing pressures to appease government, food watchdogs and nutritionists, with incumbent Gabrielle Shaw Communications (GSC) up against undisclosed agencies in a battle for the account.

KK UK community marketing director Charlotte Taylor said the review was triggered solely by 'good business practice'.

GSC's founder Gabrielle Shaw, meanwhile, said: 'It is completely normal for a client to review.' GSC, which was brought in by KK in advance of its UK launch, has already presented '2005 plans' to Taylor, as have at least two further agencies.

KK is in the throes of a cost-cutting plan in the US, where the Securities and Exchange Commission is investigating its accounting practices. Snack-food firms such as KK are also under scrutiny over their marketing to children.

The contract spans 'all' of KK's UK PR, said Taylor, although the focus is on consumer work.

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