US doughnut maker and retailer Krispy Kreme is to step up its advertising efforts and is even working on its first ever television advertisements.

According to Stan Parker, the company’s senior vice president of marketing, Krispy Kreme is working with its advertising agency to produce adverts for television, radio, billboards and direct mail, reported Dow Jones News Service.

Krispy Kreme, which has seen its sales hit by the current trend for low-carbohydrate foods, is currently the subject of an inquiry by the US Securities and Exchange Commission regarding its franchise reacquisitions and its previously announced reduction in earnings guidance.

Parker denied that the increased advertising spend was a sign that the brand is in troubled, but said instead that it was “an evolution” of the company’s marketing strategy.