Honey Dew Touts Service

BOSTON Allen & Gerritsen is breaking a radio, outdoor and point-of-purchase campaign for Honey Dew Donuts as the chain celebrates its 30th anniversary.

The creative once more focuses on service, with billboards pointing out the difference between “mornings with them” (big donut chains, symbolized by a thunderstorm) and “mornings with us” (Honey Dew, represented by a cartoon smile-face sun). On a second billboard, “their service” is depicted by a red traffic light, Honey Dew’s by a green light. The first of several radio spots features the president of a “huge chain” calling in the “international muffin relations departments” when a customer gets the wrong breakfast order.

The effort from the Watertown, Mass.-based independent shop will run for the next several months in the greater Boston and Providence, R.I., markets. Annual client spending is estimated at $1-2 million.