Central to our appointment and strategy is highlighting Donut King’s obsession with donuts. This manifests itself in the new brand platform, Donut Resist, which involves using the ‘donut’ language in a variety of channels.
This brand idea is brought to life with a series of promotions to drive brand and store traffic. This includes national radio, outdoor, POS, content, direct, digital and social to help activate the 233k Facebook community.
In an official statement on June 6 2014, Target said: “Target is very pleased to announce AJF Partnership’s appointment as our creative advertising partner. We look forward to working with them to create compelling campaigns that resonate with Australian shoppers.” AJF Partnership Founding Partner Andrew Fabbro said: “We are very grateful and humbled that Target has chosen AJF Partnership to partner them on what promises to be a very exciting time for their business”.