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Honeydew Donuts Serves Up A Hometown Flavor

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Broadcast Ads From Lane Advertising Feature Local Comic Sweeney
BOSTON--In an effort to enhance its position as a neighborhood shop and differentiate itself from bigger chains, HoneyDew Donuts has embarked on its first major ad initiative.
Created by Lane Advertising in Marblehead, Mass., the seven-figure broadcast campaign features comedian Steve Sweeney as an overbearing, blue-collar customer. The tagline: "Wake up and smell the coffee."
In addition to television and radio ads, the agency created in-store collateral materials and redesigned the company's packaging. Gone is the brown bear, although the checker-board pattern is maintained.
"We felt it was really important to take a very local approach. When you've got a huge account, you have to send the same message to someone in Boston and Tulsa, Okla. You can't really speak the language of this area," said Lane Advertising president and creative director Keith Lane.
Based in Braintree, Mass., HoneyDew Donuts operates about 130 stores throughout New England. Its Boston-area roots, as well as the language and accent associated with the city, are captured by Sweeney to appeal to customers with a hometown sensibility.
In each of three 30-second TV spots, Sweeney touts the chain's service, gourmet coffee, frozen drinks and baked goods.
The commercials broke earlier this month and are appearing on news and entertainment programs on stations in Boston, Providence, R.I., and New Hampshire.
In addition, three 60-second radio ads featuring Sweeney are now airing during the morning rush hour in Boston; Worcester, Mass.; Cape Cod, Mass.; Providence; and New Hampshire.
The media schedule for the television and radio spots is set through the fall. Lane Advertising handled media buying and placement as well as creative development for the campaign.
Born in Quincy, Mass., Sweeney has appeared on Comedy Central and has performed at clubs throughout Boston, including the Comedy Connection. Sweeney also played a police officer in the hit movie There's Something About Mary.