More than 3 million people start each day the Dunkin’ way. Dunkin’ Donuts is the world's largest coffee and baked goods chain and (add)ventures' innovation keeps Opportunities Brewin’ for Dunkin’ employees, customers and community.

Dunkin' Donuts

Customer Recruitment Campaign

Challenge

Dunkin' Donuts is one of the largest coffee and baked goods chains in the world. When one of Dunkin’ Donuts’ New England competitors filed for bankruptcy, the company saw an opportunity to recruit new loyal consumers to the Dunkin’ brand.

Response

(add)ventures developed a direct mail piece and print advertisement that targeted consumers living in Dunkin’ Donuts’ former competitors' geographic strongholds. The campaign reinforced Dunkin' Donuts as a local company, playing on the notion that there is a Dunkin’ Donuts on every corner and encouraging new customers to try their products. The eye-catching graphics, warm and witty text, and product coupons all reinforced Dunkin' Donuts' position as a New England institution.

Outcome

The campaign proved very effective, reinforcing brand loyalty with Dunkin’ Donuts current customers and positioning the chain as the logical local alternative.

DISCIPLINE