Dunkin’

Franchise sales campaign

Dunkin' Logo

The Brand

A brand that truly needs no introduction. So much so, they were able to drop “Donuts” from their name in 2019 and still take the cake as the #1 Franchise on the Entrepreneur Franchise 500. We have proudly partnered with their franchise marketing team since 2014 and continue to help them push the envelope in franchise development messaging and creative.

Dunkin' donuts and branded cup

The Challenge

More than 11,000 locations and worldwide brand name recognition will get you far in franchise sales – very far. But how do you hit refresh, so to speak, and generate excitement unique to new development opportunities? For the first time since 2014, Dunkin’ trusted us to come up with an advertising campaign specifically for franchising, and boy were we ready to rise to the (caffeinated) challenge.

The Strategy

In 2019, consumers were made well aware of the name change, increased mobile efficiencies, and new product offerings, however... Dunkin' needed an attractive way to bring these new benefits front and center for franchise candidates.

Thus, the FRANCHISIN’ Full Steam Ahead campaign was born, and Modern, Convenient & Innovative were the buckets chosen to highlight the new benefits to franchisees and customers alike. The accompanying visual is a steaming cup of coffee to bring the focus back to what the brand wants to be known for above all else: quality coffee.

Dunkin' Coffee

Print & Digital Collateral

Making use of Dunkin’s signature pink and orange hues, we created collateral that’s as fun to look at as it is informative. The top new selling points are obvious, given the clean, modern layouts (the #1 Franchise callout never hurt either) and let’s face it, droppin’ the G from FRANCHISIN’ was a long time comin’!

Dunkin' Print Collateral Dunkin' Display Ads Dunkin' Landing Page

The Results

Dunkin’ already did an amazing job of geotargeted digital advertising, and now those rebranded efforts are outperforming all previous campaigns. Thanks to the fresh new face of Dunkin’ franchising, the brand is creating excitement for a whole new generation of aspiring business owners as well as those looking to freshen up their portfolio with a brand that successfully reinvents itself time and again.

Dunkin' Coffee and Donut
"We were looking for something fresh to accompany our relevant, modern, and innovative look while bringing awareness about franchising opportunities. By creating a new look for our ads and building a headline to show we are moving “Full Steam Ahead” with a new design for our restaurants, it helped bring our leads up by 20% from the other ads that we had been running."
Dunkin' Coffee and Donut