American Doughnut Kitchen, Public Relations

Melbourne’s beloved American Doughnut Kitchen, known for its iconic hot jam doughnuts at Queen Victoria Market for more than 70 years, partnered with littleBIG to launch its first-ever brick-and-mortar store at Prahran Market in 2024. The goal was to build on its established brand awareness while attracting new customers from Melbourne’s southside.

We developed a comprehensive campaign to announce the milestone with multiple news moments and creative influencer engagement, ensuring American Doughnut Kitchen’s launch was the talk of the town.
An exclusive “Coming Soon” announcement was secured with Broadsheet Melbourne that generated over 15 pieces of coverage across Broadsheet’s channels.

Further media coverage was secured across 70+ high-quality outlets, including Herald Sun, Good Food, Urban List, TimeOut, The Age, delicious. and Domain Review.

Gifted influencer engagement delivered a 100% coverage rate, with influencers enthusiastically sharing content across their platforms.

Following the launch’s success, littleBIG was awarded a 12-month retainer to support American Doughnut Kitchen’s ongoing PR needs, ensuring the momentum continues as the brand settles into its new southside home.