Dunkin’ Signs Sox Pitcher Schilling

BOSTON Recent Red Sox addition Curt Schilling, who signed with the team as a free agent, will soon appear in ads backing the debut of Dunkin’ Donuts’ New England Maple Cheddar Sandwich, the company said.

Dunkin’ Donuts, a Randolph, Mass.-based unit of Allied Domecq, spends about $60 million annually on ads and primarily works with Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston.

A 30-second TV commercial and a 60-second radio spot are slated to launch March 1 and run through mid-April, Dunkin’ said in a statement.

The TV spot shows Schilling trying to learn a Boston accent as if it were another language. He carefully pronounces words like “park” and “car” and makes sure to add the adjective “wicked” to his vernacular.

The client is also hosting a “New England Breakfast with Curt Schilling” at Fenway Park on April 12. Customers will have a chance to win tickets to the event through radio promotions in Massachusetts, Rhode Island and Maine.

—Adweek staff report