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Donut King campaign aiming to ‘Kreme’ the competition


Donut King campaign aiming to ‘Kreme’ the competition


OK, no more bad pastry puns I promise. The fight in Australia over who will be top dog in the donut franchise stakes is heating up between the two major players.

Donut King has been in Australia since 1981, so has the longevity case on its side.

But after an incredibly effective word of mouth campaign and with people lining up at airports just to fly its products around the country, US donut baron Krispy Kreme is quickly making up ground.

To combat this threat from the west, Donut King has released its Sensations donut range, designed to target a more sophisticated adult donut market.

The range features donut flavours such as White Choc Marble, Banana Custard and Caramel, Apple and Rhubarb Crumble, Blueberry and White Chocolate, Cookies and Choc Mousse, Strawberry and Cream and Vanilla Glazed.

Donut King marketing manager Tracey Catterall said Sensations was created to entice the older sweet tooth to reinforce the company’s position in Australia’s competitive donut market.

“We are seeing a fast growing demand among adult donut lovers together with a strong shift towards more adventurous and ‘grown up’ varieties,” says Catterall.

“The new Sensations range is designed specifically for mums and dads who enjoy donuts just as much, if not more, than their kids.”

The national launch will be supported by an integrated marketing campaign from advertising agency BCM, interactive marketing agency Oxygen and public relations agency BBS.

Fire up the beaters, whip up the creamers – let the great donut war begin!

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