Australian Franchise News – 26-08-09
Australia’s leading donut and coffee maker Donut King has launched its largest marketing campaign for the year aimed at encouraging coffee-lovers to sample its new Royal Bean coffee blend.
Developed by internationally-recognised coffee experts during the past 12 months, Donut King’s Royal Bean coffee blend features some of the world’s finest coffee beans.
The new marketing campaign is Donut King’s biggest coffee promotion and will run from 2 August for two months.
Supporting Royal Bean is a $1 million advertising and integrated marketing campaign from advertising agency BCM, interactive marketing agency Oxygen and public relations agency BBS.
The campaign includes television advertising on Channel 7 and pay TV, sponsorship of the new TV Burp television show, loyalty card letter drop, New Idea coffee giveaway, magazine advertising, mallways, offers to Donut King’s database and instore materials.
Donut King Acting Marketing Manager Andrea Gartside said the campaign was aimed at driving customer awareness and trial of the new coffee sub-brand within Donut King stores.
“This is another step in the progression of Donut King as a destination for the whole family. While kids can enjoy their donuts and milkshakes, mum and dad can sip on a great-tasting coffee,” she said.
“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.
“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.”
As Australia’s largest specialty donut and coffee chain, Donut King operates more than 315 stores across Australia, employing over 4,600 staff and serving 30 million donuts to Australians every year.
The Donut King franchise network is owned and managed by ASX Listed Retail Food Group Limited (RFG), a leading Australian retail food brand manager and franchisor. RFG is the intellectual property owner and manager of the Donut King, bb’s cafe, Brumby’s Bakeries and Michel’s Patisseries franchise systems.
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