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Greenberg Seronick O’Leary & Partners is charged with helping Honey Dew Donuts expand into new markets after winning the chain’s $2 million advertising account.
“They’re in a stage of growth where they need to jump to the next level,” said Gary Greenberg, co-creative director of Greenberg Seronick, Boston.
Currently, Honey Dew has 150 locations in Massachusetts, Rhode Island and Connecticut. The Braintree, Mass.-based client, which chose Greenberg Seronick after a review, is looking to expand into Maine and Vermont and boost its image against established competitors such as Dunkin’ Donuts and coffee shops throughout the region.
A campaign set to break in April will focus on Honey Dew’s homey, comfortable atmosphere, the quality of its pro-ducts and the loyalty of long-time customers, Greenberg said.
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