Pretty Little Thing has launched a collaboration with doughnut staple Krispy Kreme in a move no one saw coming.
Available from 11 March to 19 May, the limited edition doughnuts feature pink strawberry glazing and unicorn style decorations and sprinkles in typical PLT fashion.
Krispy Kreme head of marketing Ed Jones said: “Our magical news is out…in partnership collaboration with Pretty Little Thing, we are excited to bring the PrettyLittleUnicorn doughnut to all our cabinets and in addition a fabulous exclusive PrettyLittleDozen to our nationwide delivery menu”.
“It has been amazing to connect these two joyful brands together and spark even more moments to share and enjoy Krispy Kreme!”
Those who manage to nab any of the limited edition sweet treats can share pictures of their doughnuts under the hashtag #StyleYourDozen.
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It’s not every day that you see a doughnut brand collaborate with a clothing brand, but the move comes as the online fast-fashion giant continues to push its brand through new marketing avenues as it looks to improve organic visibility.
In April last year, the brand selected marketing firm Journey Further to help drive its organic growth via PR and strategic consultancy.
Previous marketing acts from PrettyLittleThing have included getting more Love Island contestants on board, including Gemma Owen who received a six-figure deal to act as a brand ambassador.
VML secured the Krispy Kreme account back in December last year, in its first major business win since VMLY&R merged with Wunderman Thompson to form the new mega agency.
The doughnut brand was first founded in North Carolina but has long been popular in the UK.
