It’ll be donuts all round at independent creative agency AJF Partnership Sydney after being appointed the creative and marketing campaign partner to Donut King.
The new appointment sees AJF expand its Retail Food Group repertoire as the Group owns Donut Kind as well as current AJF client and pizza brand, Crust.
The main focus of the partnership with Donut King will be the launch of a new marketing and communications strategy with the first work coming into play on May 9 (today).
One of the key aspects of the strategy is to highlight Donut King’s obsession with donuts, seeing this obsession manifest itself in the new brand platform, ‘Donut Resist’.
The promotion of this obsession will take place throughout paid, owned and earned media such as national radio, outdoor, point of sale and lots of social media.
“We’ve had a lot of fun creating an idea which celebrates what Donut King stands form,” Digby Richards, AJF Partnership Sydney managing director, said.
“The ‘donut resist Donut King’ is an evergreen platform from which we can create fresh new messages and promotions across the next few years”.
Earlier this year AJF Partnership managed to nab the creative responsibilities of King Furniture as well as the national law firm account of Tomson Greer.