Dunkin’ Donuts Returns to its Roots—Doughnuts—in $10 Million Campaign
Dunkin’ Donuts has launched a new $10 million integrated campaign to remind people of its roots as a doughnut maker.
The yearlong campaign, the first to focus on the round pastries since 1997, includes TV, radio, online ads and a contest that lets people design their own doughnuts, with the winner receiving $12,000 and their doughnut becoming part of the company’s every day menu in June.
“Doughnuts are a big part of our heritage and in economic times like these they are an especially relevant product, they make people happy and we thought it was the perfect time to reinvigorate our donut business,” Cynthia Ashworth, the vice president of consumer engagement for Dunkin’ Donuts, said.
To push the message, TV spots broke today in New York letting people know they can buy six doughnuts—among its 52 varieties—for $3. Another national special offers a doughnut for 49 cents, with the purchase of any medium or larger hot coffee. And the P-O-P in all stores has been converted to doughnut messaging.
“We call it donut domination,” Ashworth said. “ You can’t walk in the door without thinking about donuts.”
The online ads drive people to the contest and outdoor billboards show off the variety of doughnuts: an image of the Dunkin’ Donuts logo created with doughnuts.
The contest began yesterday and runs through April 7. Entrants must select from a list of approved ingredients to create the doughnut, give it a name and write a 100 word essay about why they think their doughnut creation is the best.
Online voting will play a role in the winning creation (30%) with the other 70% determined in a bake-off by 12 finalists in the Dunkin’ Donuts’ kitchen in Braintree, MA, in May.
Dunkin’ has about 8,800 stores worldwide, including 6,400 franchised restaurants in the U.S.
