Donut King Introduces Dancing Donut Buddy, Catchy Jingle

Donut King with Thinkerbell have revitalised the Donut King brand with a new platform starring a fresh jingle and the iconic Donut Buddy.

Buddy reintroduces Aussies to 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.

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.

Raquel Hine, head of marketing, Donut King, says, “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, says, “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.”