Donut King revives 1980s mascot for all-AI brand push

Donut King has brought one of its oldest brand assets back to centre stage, reviving Donut Buddy for a new national platform created by Thinkerbell and produced entirely using AI.

Buddy, who first appeared as part of the Donut King brand in 1981, fronts the new work as the retailer looks to tap into nostalgia while reminding Australians there is more on the menu than its best-known hot cinnamon donuts.

The campaign puts the pink mascot inside an equally pink world, complete with his own theme song and some enthusiastic donut-shaped dancing. But behind the silliness is a broader brand job.

Donut King head of marketing Raquel Hine said the platform had been years in development and was designed to turn a largely dormant piece of the company's heritage into a modern distinctive brand asset.

“Donut King has brought fun and sweetness to everyday Australian life for generations,” Hine said. “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.”

Hine said Buddy would allow the retailer to lean into nostalgia while showcasing the broader Donut King range.

The campaign is fully integrated across creative, social and media, with Thinkerbell using retail out-of-home, BVOD, digital audio and social to tailor the work around Donut King locations.

Thinkerbell national head media thinker Kathryn Furnari said bringing creative and media development together from the beginning allowed the agency to use Buddy differently depending on context.

“Buddy isn't just a static brand character, he’s the (donut) king of distinctive brand assets,” Furnari said.

The campaign also marks another example of generative AI moving beyond experimental marketing and into full-scale commercial production.

Thinkerbell head creative tinker Zac Goldberg confirmed the entire production had been made using AI.

“Yes, this is an all-in AI production,” Goldberg said. “The technology has made it possible to make more of Buddy and bring him to market all buns glazing.”

Production was handled with The Fourthe and Mosaic Music + Sound.