Donut King has dialled up the fun in a new platform via Thinkerbell starring the Donut Buddy (yes, that is his name).
Buddy reintroduces Aussies to everything under the fun at Donut King in a high-octane show of modern nostalgia, highlighting the full lineup of Donut King classics beyond the hot cinnamon donuts the brand is known and loved for.
The production delivers a rush of high energy giving Buddy everything he deserves for his debut with an inescapably catchy theme song, an unapologetically sweet pink world, and hips that don’t lie.
In a fully integrated response across creative, social and media from Thinkerbell, Buddy shakes his buns from screens to street furniture and straight into social feeds to make Aussies go nuts for donuts.
The campaign was produced by Made Promptly, Thinkerbell’s AI-first production arm.
Raquel Hine, head of marketing, Donut King said: “Donut King has brought fun and sweetness to everyday Australian life for generations. This platform has been years in the making, taking a character who has been part of our heritage since 1981 and giving him the spotlight he deserves. Buddy allows us to tap into rich nostalgia while reintroducing Australians to the full breadth of our product range in a vibrant, mischievous, and modern way.”
Thinkerbell national head media thinker, Kathryn Furnari said, “The real magic, or ‘Measured Magic’ as we call it at Thinkerbell, happens when creative and media are built together from day one. Buddy isn’t just a static brand character, he’s the (donut) king of distinctive brand assets. By matching context with tailored content, we will use retail OOH, BVOD and digital audio to geo-target in proximity to Donut King locations, and use social to deliver the message right when and where it matters most.”
Thinkerbell head creative tinker, Zac Goldberg added, “Yes, this is an all-in AI production. The technology has made it possible to make more of Buddy and bring him to market all buns glazing.”
Credits
CLIENT: DONUT KING, RETAIL FOOD GROUP
CREATIVE & MEDIA AGENCY: THINKERBELL
PRODUCTION: MADE PROMPTLY WITH THE FOURTHE, MOSAIC MUSIC + SOUND
