The agency is charged with revamping the brand’s digital strategy. It will focus on redeveloping Krispy Kreme’s website and driving forward social media initiatives – including aggregating comments from social networking sites such as Twitter and Facebook to Krispy Kreme’s official website.
Marshall Manson, director of digital strategy at Edelman, said it was important for Krispy Kreme to engage in a dialogue with its customers. ‘Krispy Kreme fans can become the biggest advocates for the brand,’ said Manson.
The account is believed to be worth around £100,000 per year in fees and was won following a three-way pitch.
Krispy Kreme’s website currently features staff member comments on Twitter and a page for fans to submit their Krispy Kreme stories. Manson said it had not yet been decided whether to include live public comments.
The news comes weeks after Skittles relaunched its website to include all comments from people mentioning the sweet brand live on Twitter. The move sparked debate about whether drawing attention to both positive and negative comments worked in the brand’s favour.
UPDATE: Mischief PR continues to handle consumer PR for Krispy Kreme UK.