Donut King appoints AJF Partnership Sydney + launches its new ‘Donut Resist’ brand platform

Independent creative agency AJF Partnership Sydney has been appointed to be the creative and marketing campaign partner to Donut King.

The new appointment, after a competitive pitch, sees AJF Partnership expand its relationship with Donut King owner Retail Food Group, which also owns gourmet pizza brand Crust, an AJF Partnership client.

The main focus of AJF Partnership’s assignment with Donut King is the launch of a new marketing communications strategy. Central to the strategy is highlighting Donut King’s obsession with donuts. This obsession manifests itself in the new brand platform, Donut Resist, which involves Donut King using the ‘donut’ language in a variety of different channels and contexts.

This brand idea is brought to life with a series of promotions to drive brand and store engagement using a variety of paid, owned and earned media. This includes national radio, outdoor, point of sale, short form content, direct, digital and a lot of social media to help activate and grow the 233,000-strong Facebook community.

Donut King started in Sydney in 1981 and has grown into a chain of over 315 outlets nationally with 4,600 staff who serve about 30 million donuts a year.

Says Digby Richards, AJF Partnership Sydney managing director: “We’ve had a lot of fun creating an idea which celebrates what Donut King stands for. The ‘donut resist Donut King’ is an evergreen platform from which we can create fresh new messages and promotions across the next few years.”

Since its launch in 2005, AJF Partnership has grown from three to 110 staff across the Melbourne and Sydney offices to become one of the largest and most effective independent agencies in Australia. Its clients include Officeworks, News Corp, GM Holden, Lion, Campari Group, Ergon Energy, King Furniture, iSelect, Australian Grand Prix Corporation, RAMS Financial Services, University of Melbourne and IG Markets.

Client:

Account Director – Andrew Harvey