Greggs has launched its first ever digital campaign aimed at prompting a new range of doughnuts featuring four new flavours.

The campaign and new launch will allow the company to compete better against US rivals Krispy Kreme. The company will also launch a social media campaign to assign a new personality to the each of eh four new flavors that include, cake, chocolate vanilla, strawberry milkshake and chocolate snowball.

Each doughnut will be introduced to UK market with individual promotional videos on YouTube. Customers are also allowed to vote for their favorite flavor on Facebook as well as Twitter.

The company’s Super Doughnuts digital marketing drive will also include a Facebook voucher offer where after a week customers will be able to get one of 100,000 free doughnuts with a promotional online coupon.

The digital campaign is designed by digital agency Steel. Nick Bennett, digital creative director at Steel, said: "The great new Greggs doughnuts inspired our digital strategy, to quite literally bring them to life through social media channels.”