Honey Dew Enhances ‘Local Flavor’

BOSTON Psynchronous Communications has unveiled its first work for Honey Dew Donuts since adding the chain to its client roster several weeks ago.

A TV spot, radio ads, outdoor executions, in-store materials and a new Web site are part of the push from the independent shop in Woburn, Mass.

The client has spent about $2-3 million annually on ads in recent years, per Nielsen Monitor-Plus. Primedia in Warwick, R.I., handles buying chores.

Honey Dew looks for its latest campaign to help grow market share in New England in the face of category competition that includes locally-based national powerhouse Dunkin’ Donuts, among others. (Dunkin’ this month unveiled ads starring TV host and author Rachael Ray. That chain’s agency is Hill, Holliday, Connors, Cosmopulos in Boston.)

“In a couple of weeks we will add a donut builder to the site where people can configure tens of thousands of fantasy donuts and send them as greeting cards to friends,” said Psynchronous partner Patrick D’Amico.

Ads expand on the chain’s long-standing “Enjoy the local flavor” positioning. One billboard proclaims: “Local flavor, now in HD,” above a cup of ice coffee. An execution introducing breakfast wraps is headlined, “Bundle of joy.”

A Red Sox-themed 30-second TV spot shows the wraps slowly revealed as a cup of ice coffee is slurped to the finish. (A voiceover suggests enjoying Honey Dew treats during the seventh-inning stretch.)

Psynchronous took over creative duties on the business from Watertown, Mass.-based independent Allen & Gerritsen, which had worked on Honey Dew for several years.