Gen-Z, Millennial Opps: Krispy Kreme picks up creative, media partner (Score 29)

Sales lead: Start reaching out now to offer ad space. 

• Krispy Kreme Doughnuts (KK) selected VML as its creative and media agency in December 2023.
• This is VML's first win since VMLY&R merged with Wunderman Thompson to create the new agency.
• The agency's first work is scheduled to debut in spring 2024. 
• VML replaces FleishmanHillard, the incumbent creative agency; FH will remain as KK's PR partner.
• Check out our recent KK sales lead here. 

Target demographic: Gen-Zers & younger millennials

The company will likely:

• Ramp ad spend back up
• Launch an ad campaign in spring 2024
• Seek a digital or social media agency

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: KK spent nearly $13.4m on digital display ads YTD, an 18% decrease from $16.4m spent in this channel during the same time period of 2022. 
• YTD data: 2b impressions via Instagram (56%), Facebook (43%), YouTube (1%), and Twitter (1%)
• 2021-2022 spend: Full-year spend fell by 19% from $21.7m in 2021 to $17.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, twitter.com, youtube.com, and time.com. 

Additional channel insights

• KK also utilizes print, radio, OOH, and local broadcast. 
• Top podcasts sponsored: The Glenn Beck Program, The Breakfast Club, The Daily Zeitgeist, Dave & Chuck the Freak: Full Show, and Biscuits & Jam

Agency analysis:

• Opportunity: You will likely have the best shot of picking up digital or social media duties. 
• Current roster:
  • VML: creative & media
  • FleishmanHillard: PR