Legacy and leading UK PR and social agency Good Relations, have been appointed to lead consumer PR for Krispy Kreme across both markets. Krispy Kreme has made the appointment as part of an ambitious growth plan to widen appeal and increase relevance amongst new and existing customers.
Legacy Communications and Good Relations’ mandate is to build a distinctive and memorable place in culture for Krispy Kreme, bringing alive the joy that the brand delivers every day. The ambitious PR campaign will focus on the moments and places that matter for customers and will be accompanied by an extensive influencer campaign as well as support for new store openings and NPD announcements.
The account will be led by Niamh Hopkins, Head of Communications at Legacy Communications, who oversees the agency’s PR and influencer accounts. Legacy will work closely with lead Lawrence Collis, Executive Director at Good Relations to deliver on-the-ground support for Krispy Kreme in Ireland.
Niamh Hopkins, Head of Communications at Legacy Communications, commented on the win: ‘’ We were delighted to partner with Good Relations on this hugely exciting pitch. As leaders in consumer PR, with a special expertise in food PR, Krispy Kreme is a brand we’ve always admired and are excited to roll out the new strategy for the brand in Ireland.’’
Legacy, which specialises in services including PR, Content and Search Marketing, and Sponsorship, has been on a winning streak lately with the company doubling its head count from 15 to 29 since 2020. This appointment is the latest addition to the agency’s growing portfolio which includes recent wins this summer such as San Pellegrino, Asics, Dogs Trust, Hubspot, Portwest, Breakthrough Cancer Research and Dubarry. Other clients include Aldi Ireland, Pieta, Energia, Indeed, laya healthcare, Hidden Hearing, Active Iron, Amgen and Lyre’s.