Donut King is launching a campaign for their new coffee offering.

The new coffee blend, entitled Royal Bean, is being supported by an integrated campaign including TVC, TV program sponsorship, direct mail, giveaways, print, OOH and in-store promotion.

The development of the blend has taken a year and involved internationally-recognised coffee experts said Donut King.

According to Andrea Gartside, acting marketing manager, the campaign is targeted at drawing the whole family to Donut King, allowing parents to take a coffee-break while the children enjoy Donut King’s traditional sweet offering.

“During the past year, we’ve been working hard to not only get the blend of coffee beans right in Royal Bean to meet the taste profiles of customers, but also investing heavily in training our store staff to brew the perfect cup of coffee,” said Gartside. “Coffee already accounts for a strong percentage of our store sales and with the launch of Royal Bean we’re looking to grow this further.”

Donut King is part of a group including Brumby’s Bakeries, Michel’s Patisseries and bb’s café.