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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.
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