LONDON — Krispy Kreme has appointed FleishmanHillard Fishburn as its retained consumer PR agency for the UK and Ireland after a competitive pitch.

The agency’s Brand & Culture division, headed by partner and managing director of brand marketing EMEA Lauren Winter, will guide the brand as it embarks on a new communications strategy in the UK market.

Krispy Kreme CMO Emma Colquhoun said: “What an outstanding pitch. The FleishmanHillard team showed smart creatives and such a can-do attitude that really demonstrated each of our leadership mix behaviours, which mean a lot to us. The work, ideas, commitment and passion really shone through; we are excited to start the journey with the team.”

The Krispy Kreme account and special projects will be led by FleishmanHillard’s Youth & Culture UK lead, Claire Barry.

She said: “I can’t tell you how proud we are to be working with the talented team at Krispy Kreme. Through our creative strategy, news hijacking, influencer engagement to measurement work, we’re excited to get consumers talking about them in a more engaging way than ever before.”