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Melbourne, Australia

Donut King transforms Sensations donuts into dough

Australian Franchise News – 21-05-09


Donut lovers have the chance of winning a slice of up to $200,000 worth of prizes as part of Donut King’s new “Show Me The Dough” competition.
Running from 18 May to 28 June, customers who buy a Sensations donut or a box of Sensations donuts receive a special scratch card with a unique code.   Customers enter the competition via SMS, phone or online using the unique code for the chance to win:
·         $10,000 in cash every week for 6 weeks
·         $100 Gift Card every day
·         1 of 50,000 Instant Win Sensations donuts.
Catering to more adult tastes, Donut King’s Sensations range features donut flavours such as Blueberry & White Chocolate, Banana Custard & Caramel, Double Choc Marble, Cookies & Choc Mousse, Apple & Rhubarb Crumble, Strawberry & Cream, White Choc Marble and Vanilla Glazed.
The marketing campaign is being supported by advertising on metropolitan TV and pay TV, along with direct marketing and digital marketing. The campaign was designed by advertising agency BCM and e-marketing agency Oxygen.
Donut King National Marketing Manager Tracey Catterall said the campaign was designed to drive additional trial of the Sensations donuts and reinforce Donut King’s value offering.
She said customers were also given added incentives to make box purchases, with box sales receiving multiple competition entries.
“We know these kinds of promotions work as during a similar promotion last year we saw our box sales grow and we received more than 300,000 entries,” she said.
“It’s important that we develop ways to drive sales by offering competitions and increased value for customers’ spend, rather than simply discount.”
As Australia’s largest specialty donut and coffee chain, Donut King operates more than 300 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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