| Dunkin' Donuts goes back to its roots
By Elissa
Elan
CANTON, Mass.
(March
18,
2009)
After years of promoting its coffee, sandwiches and other non-doughnut offerings, Dunkin' Donuts is putting the spotlight back on its namesake sweet treats. The Associated Press reported that Dunkin' Donuts is launching a major doughnut-focused marketing push, its first since 1997. The $10 million campaign features TV, radio and online ads, the AP said.
On Wednesday, the 8,800-unit chain announced several doughnut promotions, including a design-your-own-doughnut contest. Through April 7, customers can create their own virtual doughnut on Dunkin's website with a choice of shapes, doughs, fillings, frostings and toppings. The winner, who will be announced June 5, will receive a prize of $12,000 and have his or her creation sold at participating Dunkin’ Donuts stores throughout the country.
In addition, Dunkin' began offering its doughnuts for 49 cents each when purchased with a medium or larger hot coffee for a limited time. The chain also unveiled its two newest doughnut flavors, Berries n’ Kreme, which consists of a Bavarian cream-filled doughnut topped with strawberry icing and berry-flavored sprinkles, and the Dunkin’ Delight, a yeast-ring doughnut topped with chocolate icing and pink and orange sprinkles. Both will be available at participating stores through April 21.
Dunkin' Donuts is a division of Canton-based Dunkin' Brands Inc., which also owns the Baskin-Robbins ice cream chain.
Contact Elissa Elan at eelan@nrn.com.
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