Greenberg Positions Honey Dew as Local Treat

Greenberg Seronick O’Leary & Partners bids consumers to “Enjoy the local flavor” in its first campaign for the Honey Dew Donuts chain.

Connection to the community is the theme of the $2 million print, radio and outdoor effort, which aims to differentiate Braintree, Mass.-based Honey Dew from competitors such as Dunkin’ Donuts and other national chains doing business in the area. Greenberg Seronick fashioned creative work based on their surveys showing that customers view Honey Dew as a relaxed local eatery where they can linger and get to know each other.

With Honey Dew, “There’s more a sense of ‘This is my place,’ ” said Peter Alemian, senior vp and account director at Boston-based Greenberg Seronick. “Even though [Dunkin’ Donuts] is located one town over, people don’t perceive it as a local chain.”

Rising like steam from a cup of coffee, text for one ad reads: “They say the giant concrete pineapple hanging over Federal Hill in Providence is a symbol of welcome and hospitality. Originally, they were going to have cinnamon sticks, but they didn’t want people to stay forever.”

Another ad begins, “In 1621, the Pilgrims learned how to grow corn, pumpkins, blueberries and cranberries. They did not learn to grow pistachios. It’s a wonder this muffin even exists,” referring to the shops’ variety of doughnuts, muffins and pastries.

Print ads will run in various publications, including the local edition of People. They will also be adapted as posters in rapid-transit stations around greater Boston. Radio spots and billboards are also in the plan. Media chores are handled in-house.

For three years, Honey Dew used Lane Advertising, Salem, Mass., which introduced the tag, “Wake up and smell the coffee.” Lane closed its doors in February shortly after Honey Dew split for Greenberg Seronick.