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CANTON, Mass. -- After major ad campaigns promoting its new breakfast sandwiches and espresso-based drinks, Dunkin’ Donuts apparently decided its time to remind consumers that is also makes doughnuts.
The Massachusetts-based coffeehouse chain, with stores in 34 states and 30 countries outside the U.S., will embark on its first major ad campaign for its namesake doughnuts this spring, according to The Associated Press.
"We've been doing so much innovation that it really is timed to refocus back on our core," said Francis Allen, brand marketing officer, who added the company has not done a major campaign for doughnuts since 1997.
The new $10 million promotional campaign will be a yearlong effort featuring television, radio and Internet ads and a contest for customers to design their own doughnut. Customers can immediately begin designing new flavors on the company's Web site and two other new doughnuts, including a Berries n' Kreme filled doughnut, will appear on menus today.
Doughnut sales account for about 12 percent of Dunkin' Donuts revenue. With the nation currently in a recession, the company thinks its doughnuts—which costs about 89 cents in most markets—will appeal to thrifty consumers, according to the AP.
"Faced with daily disappointments and struggles, the doughnut is one of those affordable treats that can make someone's day," Allen said, according to reports.
To give consumers an extra incentive to stop by, the chain is also offering doughnuts for 49 cents with the purchase of a medium or larger hot coffee.