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Krispy Kreme UK co-branding efforts pick up

August 4, 2011

Krispy Kreme is hoping to double the size of its footprint in the United Kingdom market and has added co-branding opportunities and an experiential campaign to help with the process.

According to Marketing Week, Krispy Kreme will add a second co-branded partnership in September, after teaming up with Glamour magazine earlier this year. The Glamour campaign included the creation of glittery doughnuts in celebration of the publication's 10th anniversary.

These co-branding opportunities are part of the North Carolina-based doughnut chain's growth in the U.K., which includes a plan to open 80 locations by 2015. There are currently 40 units in the country.

In addition to the anticipated partnerships, Krispy Kreme launched its first experiential campaign to connect with customers in existing markets. The company's "office hero roadshow" will visit offices in 12 U.K. cities throughout August, accompanied by a social media campaign inviting fans to nominate their business for a visit and free doughnuts.

Krispy Kreme's expansion will be headed by franchisee Krispy Kreme UK Ltd. The plan is in response to increasing consumer demand. Revenue for the U.K. based stores was up nearly 13 percent compared to last year.

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