Dunkin’ Donuts, Canton, Mass., the largest coffee and baked foods chain in the world, will work with best-selling author and host of TV’s syndicated daytime show, Rachael Ray. As its new brand representative, Ray will appear in a multi-platform marketing campaign for Dunkin’ Donuts.
Ray also will lend her perspective to the Dunkin’ Donuts culinary team in the development of new, “better for you” food and beverage options. In recent years, the company has introduced several new products that provide customers with additional on-the-go options, including smoothies, Latte Lite and the reduced-carb bagel. In addition, the company has been working since 2004 to remove trans-fats from all of its
menu offerings.
“We believe there is tremendous synergy between Dunkin’ Donuts and Rachael Ray,” said Robert Rodriguez, Dunkin’ Donuts brand president. “Rachael’s philosophy of creating quality meals quickly and without pretense for busy people living busy lives is the same driving force behind the Dunkin’ Donuts brand.”
Ray is best known for her “30-Minute Meals,” recipes that answer the needs of busy Americans–great tasting, easy-to-make meals with inexpensive ingredients.
As part of the campaign, Ray will be featured in television, print, radio spots, online, in-store marketing and personal appearances. The first television spot is scheduled to air in April. The campaign will run through 2010.