The brand will announce its second brand partnership in September that will see it create limited edition co-branded donuts. Its first partnership was with Glamour magazine to create two glittery donuts to celebrate its 10th anniversary, earlier this year.
Further brand partnerships are part of Krispy Kreme’s next phase of growth, which CMO Judith Denby says is about expanding to more locations in the UK outside of its southern heartland.
The company has already stated plans to double its presence from 40 to 80 locations by 2015.
The brand also wants to continue to engage with existing customers and has launched its first experiential campaign designed to reconnect with consumers in locations it already has stores.
The Krispy Kreme Office Hero roadshow will visit offices in 12 UK towns during August, supported by a social media campaign inviting consumers to nominate their office for a visit and free donuts.
It follows the launch of the brand’s first above the line campaign earlier this year, aimed at positioning Krispy Kremes as a treat for office workers in the capital.
Denby adds that a big part of its growth will be driven by a fresh brand communications strategy and it has recently appointed Epoch Design and MC2 PR to devise a “fresh, innovative” approach.