Krispy Kreme picks Magnitude Creative for Middle East strategy, creative
The Abu Dhabi-based digital marketing and creative agency will now oversee brand communications for Krispy Kreme in the UAE, Saudi Arabia, Kuwait, Bahrain and Jordan.
Magnitude Creative's scope of work covers more than 340 of Krispy Kreme's doughnut quick-service restaurants across the region, in partnership with Americana Restaurants – the regional operator for Krispy Kreme and more than 10 other global quick-service restaurant (QSR) brands.
'Our partnership with Magnitude is built on shared values, agility, and a deep commitment to building meaningful brand love across the region. It's energising to work with a team that's as obsessed with our brand as we are,' said Taheni Brahmia, Regional Head of Marketing at Krispy Kreme MEA.
The creative agency claims this shared passion extends to crafting messaging that encapsulates originality and delight.
To actualise this, Magnitude Creative claims it will bring the doughnut company's positioning 'Irresistibly Original Sweet Treat' to life through fully integrated and culturally resonant campaigns.
'There's something magical about a brand that sparks joy across generations,' said Philippe Berthelot, Managing Director at Magnitude Creative, on the account win.
Finally, Berthelot said: 'We're proud to be the creative force behind such a deliciously iconic brand and thrilled to help Krispy Kreme deliver on its ambitious regional goals.'
Prior to this, the account was with creative agency Grey in the region, where Berthelot tenured as Managing Director for three years before he moved to his current role at Magnitude Creative.
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