Dunkin' Donuts Keeps Rachael Ray Running in New Ads

May 01, 2007, 01:00 ET from Dunkin' Donuts

    CANTON, Mass., May 1 /PRNewswire/ -- Dunkin' Donuts, the largest coffee
 and baked goods chain in the world, recently launched its marketing
 campaign with Rachael Ray, best-selling author and host of TV's
 highest-rated new syndicated daytime show. Through a major national
 broadcast, online and print ad campaign, the company's new brand
 representative will show Americans how Dunkin' Donuts coffee gets her going
 and allows her to keep running all day long.
     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."
     As its new brand representative, Ray will appear in a multi-platform
 marketing campaign for Dunkin' Donuts through 2010. Ray will also lend her
 perspective to the Dunkin' Donuts culinary team in the development of new,
 "better for you" food and beverage options.
     Adored by millions for her originality and down-to-earth style, 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.
     About Dunkin' Donuts
     Founded in 1950, today Dunkin' Donuts is the number one retailer of hot
 regular coffee-by-the-cup in America, selling 2.7 million cups a day,
 nearly one billion cups a year. Dunkin' Donuts is also the largest coffee
 and baked goods chain in the world and sells more hot regular coffee, iced
 coffee, donuts, and bagels than any other quick service restaurant in
 America. Dunkin' Donuts has more than 7,200 restaurants in 30 countries
 worldwide. Based in Canton, Massachusetts, Dunkin' Donuts is a subsidiary
 of Dunkin' Brands, Inc. For more information, visit
 http://www.DunkinDonuts.com.
     About Rachael Ray
     Rachael Ray is the author of more than a dozen cookbooks, including
 Express Lane Meals and Rachael Ray 2-4-6-8: Cooking for Couples or Crowds,
 and host of the wildly popular "30 Minute Meals" and "Tasty Travels" shows
 on the Food Network. She is also the Editor-In-Chief of her own food and
 lifestyle magazine Every Day With Rachael Ray. Additionally, Ray has a line
 of knives, cook wear and bedding.
     In September 2006, "Rachael Ray," a nationally syndicated daytime show
 produced by CBS Television Distribution and Harpo Productions, launched as
 the highest rated syndicated show launch since 2002.
     Rachael Ray is represented by the William Morris Agency.
 
     Contact: Michelle King
     Dunkin' Donuts
     (781) 737-3585
     michelle.king@dunkinbrands.com
 
 

SOURCE Dunkin' Donuts