Last week I was driving with the CTO (chief technologies officer) and we heard an ad on Triple M (I think) advertising new Daylight Donuts in Melbourne. The ad went along the lines of this particular brand of donuts, whilst not going as far as calling them healthy, made out that they were far more impressive to a health conscious person than any other donuts around.

First of all, hello??? I cant say I know one health conscious person who would even EAT a donut. Why even go the health conscious angle?

Secondly, their lone outlet is in Sunshine. Seriously, who is going to trek out to Sunshine to get a ‘healthy’ donut? Im assuming the logic here was similar to Krispy Kreme with their 24 hour drive thu in Forrest Hill? Do you really think people in the local area around Sunshine care less how many health benefits are in a donut??

The radio marketing of this product is way off and has few synergies with the website. Im also not convinced about the location but bare with me. I then checked the website www.daylightdonuts.com.au and found no mention at all of health/kilojoules etc - nothing at all to do with anything but donuts. Not overly impressed really.