3 Pursue Honey Dew Donuts

A trio of Boston agencies have emerged as finalists in the review for Honey Dew Donuts’ $2 million advertising account.

Connelly Partners, Gearon Hoffman and Greenberg Seronick O’Leary & Partners emerged from the semifinals. Cronin & Co., Glastonbury, Conn.; Baldwin & Stone, Cambridge, Mass.; and Duffy & Shanley, Providence, R.I., did not advance. Pile and Co., Boston, is overseeing the review process. A decision is expected this month.

Braintree, Mass.-based Honey Dew has 150 locations in Massachusetts, Rhode Island and New Hampshire and plans to expand into Vermont and Maine.

The client is looking for an agency to help it compete against both large, established competitors and coffee shops throughout the region. Dunkin’ Donuts, Randolph, Mass., recently launched a campaign through Hill, Holliday, Connnors, Cosmopulos, Boston, themed, “Loosen up a little.”

Salem, Mass.-based Lane Advertising had handled the Honey Dew business for three years and of late promoted the client with ads tagged, “Wake up and smell the coffee.”

Among the finalists, Connelly Partners and Greenberg Seronick have perhaps the broadest retail expertise. Steve Connelly, founder of Connelly Partners,worked with both McDonald’s co-ops and T.J. Maxx. Greenberg Seronick handles Shaw’s Supermarkets. Gearon Hoffman will likely stress its track record for building young brands, such as Boston Beer Co.’s Samuel Adams.