Krispy Kreme Socializes With Intermark

Intermark Group in Birmingham, Ala., said it has been hired by Krispy Kreme for interactive marketing chores with an emphasis on social media outreach.

“Given that this sales conversation is taking place increasingly on the Internet, particularly with social media; Intermark is uniquely qualified to move clients into this arena,” said agency CEO Jake McKenzie. “In addition to our retail background, our core is firmly planted in the interactive space — one in three of our 140 employees is a digital specialist.”

Application development, a dealer Web site program, e-mail and cellphone marketing, search engine marketing and a redesign of the company’s main site are all on tap.

First up: a new product-preview Facebook app called Inside Scoop. Fans of the 580-location Krispy Kreme chain are invited to join for the opportunity to view products before market release and share opinions through a rating system.

The brand, on the decline recent years, is attempting to mount a comeback, with overall ad spending, per Nielsen, of about $1.5 million in 2009, double its previous annual outlay. Last December, it chose IPG’s Mullen in Winston-Salem, N.C., as its lead agency.

This month, the company reported improved full-year financials, narrowing its loss to $200,000 over the 12-month frame from a loss of $4.1 million in its previous fiscal year. Krispy Kreme said it expects a profit in 2011, which would be its first since ’04. Full-year revenue fell 10 percent to $347 million, though same-store sales were up about 3.5 percent.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.