The doughnut chain has ceased to work with GSC, the agency that launched the brand in the UK in 2003, and brought in Shine to 'maintain the premium status of the brand' and promote expansion plans.
The firm - whose doughnuts are available in Harrods, some Tesco stores, at London's Euston and Victoria stations, and in outlets in towns including Watford - wants to open up to 20 more UK 'factory stores' in the next five years. Further store announcements are expected shortly.
Shine's campaign will be media relations-driven and include guerrilla marketing.
Krispy Kreme's UK plans are unaffected by its woes in the US, where it announced in February that it was shedding a quarter of its head-office staff.