In honor of the legendary Hurts Donuts grand opening in Tulsa, we’re doing a little throwback of our own experience with donut marketing. A few years ago, we had the sweet opportunity to do an advertising campaign for Thornton’s, a gas station/convenience store chain, headquartered in Louisville, Kentucky. The two primary goals for the ad campaign were to (1) create awareness of Thornton’s increase in donut variety and (2) increase sales of donuts. And donut even get us started on how much fun the project was to design… But the best part is that our recipe of strategy and creativity resulted in some pretty sweet sales numbers, both during and after the promotion.
Strategic Billboards & Signage Drive Awareness & Sales
When Thornton’s wanted to promote the expansion of their bakery line, they turned to Wenzel for solutions. With a combination of light, witty headlines and some great product photography, we developed a full line of billboards and signage to educate and persuade their consumers. And, as in any promotional campaign, our strategy consisted of persuasive copy and engaging design that targeted consumers at different stages of the buying process.
- We designed billboards that increased awareness of the campaign with simple, memorable headlines and attention-grabbing photography.
- With the help of special offers, signage at gas pumps enticed consumers to walk inside and make a purchase.
- In-store signage revealed pricing and specific flavors, while counter stands contained call-to-action language at the last point of a consumer’s decision-making process.
The Taste Of Sweet Success
The results were fantastic. According to Thornton’s data analysis, donut sales increased 140% during the promotion, and post-production numbers indicated a 58% increase in overall donut sales when compared to pre-promotion numbers.
Anyone else craving a bear-claw right about now? Or maybe a cinnamon twist? Lucky for us, Hurts is finally in Tulsa. We might have to sneak away from the office and grab ourselves a donut… on second thought, better make it an even dozen.
Thinking about launching a new ad campaign?
Ask us anything. We’ve got some pretty sweet experience to back up our answers.