Donut King has a new marketing campaign focused on the Sensations range with a competition to win cash, gift cards or doughnuts. The Show me the Dough campaign is supported with advertising on metropolitan and pay tv, along with direct and digital marketing.

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 six weeks, $100 gift card every day, one of 50,000 Instant Win Sensations doughnuts.

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.”