Edelman to revamp Krispy Kreme site

Indulgent doughnut brand Krispy Kreme UK has handed a retained account to Edelman's digital division.

Krispy Kreme: move follows similar action by Skittles
Krispy Kreme: move follows similar action by Skittles

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.

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