Violet Crumble x Donut Time | Collaboration PR
BPR was engaged to support the launch of the limited-edition Doughnut Time x Violet Crumble collaboration, available exclusively at Ampol Foodary locations nationwide. With tight timelines and supply chain challenges, the team had to take a different approach—ditching the traditional PR rollout in favour of a bold, digital-first campaign designed to boost online visibility and stimulate consumer buzz.
what we delivered
Digital PR & Media Relations
Influencer Seeding + Engagement
Social Media Management
THE STRATEGY
BPR developed a dynamic, social-first PR campaign that leveraged a mix of influencer marketing, targeted media outreach and real-time engagement to elevate brand awareness. The strategy included securing targeted coverage across key consumer and trade outlets, partnering with influencers on TikTok and Instagram to organically amplify the collaboration and delivering doughnut samples to select media outlets for additional earned buzz. By tapping into trending video formats and focusing on shareable content, the campaign generated excitement and significantly boosted consumer engagement, making the most of digital channels to drive visibility.
THE RESULTS
Despite tight timelines and stock challenges, the campaign successfully generated strong national awareness and digital engagement for the limited-edition Doughnut Time x Violet Crumble release. With over 263,000 estimated impressions across PR and social media, the campaign secured press coverage in outlets including Style Magazines and Convenience World, and engaged eight influencers on a contra only basis. Viral-style TikTok content also bolstered Google SEO results, with influencer and creator content being the first thing to pop up when searching for either brand name. The collaboration sparked organic conversation online, with standout feedback highlighting the nostalgic appeal and excitement around the launch.
