KRISPY KREME CHANGES NAMES, PROGRESSES WITH AGENCY REVIEW
By Adnews Staff
Krispy Kreme Doughnuts Eastern Canada Inc. has changed its name to KremeKo Inc. According to Judi Richardson, vice-president of marketing and communications for KremeKo, there were a number of reasons that led to the company changing its name including the fact that it was long and "quite a mouthful." Krispy Kreme Doughnut Corporation of Winston-Salem, NC announced plans to open its stores north of the border earlier this year. Each location allows customers to see the doughnut making process from start to finish. Thirty-two stores are scheduled to open over the next six years in Ontario, Quebec and Atlantic Canada. The first location is expected to open its doors Spring 2002. In other KremeKo news, the company has announced a shortlist of three agencies competing in its review. Square Peg Inc., Taxi Advertising and Palmer Jarvis DDB were shortlisted from a long list of eight agencies the company first met late last month, Richardson said. Further meetings for the three shortlisted agencies are scheduled for the end of the month and a final decision is expected early April. KremeKo's lead public relations agency is Wilcox Communications of Vancouver's Barr & Wilcox Group. The company is also working with Edelman Public Relations in the Toronto and Montreal markets. Vancouver-based KremeKo is also in the midst of relocating its operations to Toronto.