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Big Surprise: Perky Rachael Enjoys Coffee
Thursday, May 10, 2007 | posted by Mike

Those Tyler Florence spots aren't the only commercials running seemingly non-stop on my TV these days. There's also one from my favorite donuts chain that had a food TV tie-in. But the question is whether you're seeing it, too.

There was a post a while back about Rachael Ray signing on as spokeswoman for Dunkin' Donuts, purveyors of a wide variety of donuts and breakfast sandwiches that hold a paralyzing grip on me. I could eat a bacon, egg and cheese on a poppy bagel every day of my life if I could justify it to my cholesterol. But, alas, all things in moderation.

So they've been running the commercials for the past week or so and they feature an on-the-go Rachael stopping by her local DD to pick up some coffee. The "new guy" working at the store gets introduced to her when she makes her sudden (and speedy) entrance. It's pretty cute, and not terribly surprising that they have a creative spot since their last campaign was pretty good, too. Here is the press release announcing the new commercial.

Created by Hill Holiday of Boston, Massachusetts, the new $40 million multi-channel marketing campaign consists of a media mix of television, radio, print, outdoor and online spot placements. In addition, Dunkin' Donuts will augment its advertising campaign with in-store marketing and personal appearances by Ray to benefit the brand. The campaign reflects the company's "America Runs on Dunkin'" platform and showcases Ray on the move at a fast pace, visiting a Dunkin' Donuts store for her morning coffee and bagel.

"Rachael Ray embodies the spirit of our loyal customers," said Robert Rodriguez, Dunkin' Donuts brand president. "As an energetic self-starter,
she not only understands the benefits of a great-tasting cup of Dunkin' Donuts coffee served fast, she also counts on it to fuel her every day."

And -- whaddya know!?! -- I'm not the only one who thinks the ad is pretty good. The columnist over at the Chicago Sun-Times gave it a "B+." The campaign has also garnered a couple of mentions in other places, including this article from a paper down in Austin ("The stars at night, are big and bright..." Sorry for the Pee Wee's Big Adventure digression.) They point out in the piece that the new campaign coincides with DD's movie into the Austin market, so having a national celebrity gives them an "in" with the locals.

So, are any of you who live in "non-DD land" seeing the spots? Or is it just for those of us with a Dunkin' presence and those who will soon be getting one? Let us know.



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