Dunkin Donuts | ”giving it 110%”

Problems: The recession forced commuters to cut back on coffee, breakfast and lunch from fast food franchises. What consumers don’t know is that Dunkin Donuts was founded on and helped fuel America out of The Great Depression. Most importantly, Dunkin Donuts is a quasi-bakery that doesn’t serve a bakers’ dozen.

Insight: Dunkin’s customers, hard-working Americans, pride themselves on their cliched ”giving it 110%” work ethic.

Solution: Inspire Americans to keep giving 110% by setting a good example. Give Americans a bakers’ dozen worth of everything Dunkin Donuts sells.

To do this, we created a line of promotional Bakers’ Dozen products to be sold next to their pre-ground coffee in supermarkets and at franchise locations.

To get the word out about the promotion, we created a campaign targeting morning commuters. The target market spends a lot of time with traditional media, especially while commuting. So our campaign features: print, radio, outdoor and point of purchase poster ads to remind commuters to stop at Dunkin Donuts on the way to work.