BOSTON Via said it has been hired by Dunkin' Donuts to handle public relations in the Portland and Bangor, Maine, markets, where the chain operates more than 120 restaurants.
The Canton, Mass.-based client, a unit of Allied-Domecq, frequently works with local shops on regional communications assignments. The current project, which involves portions of both Maine and New Hampshire, was unassigned at the time Via won the work in a review over undisclosed contenders, an agency representative said.
"Via has begun work with Dunkin' by supporting all of their summer activities including community outreach, sampling, aggressive media relations, sponsorship of concerts and festivals," the rep said. "Nearly all activities are targeted to generate increased traffic at local franchises."
Dunkin's lead ad agency is Interpublic Group's Hill, Holliday, Connors, Cosmopulos in Boston. That relationship is not affected by Via's assignment.
Via is based in Portland and, in addition to Dunkin', works for a mix of business and consumer clients such as Analog Devices Banknorth and Infinity Broadcasting.
—Adweek staff report