It's no accident that Dunkin' Donuts is rolling out a new campaign on National Donut Day—the chain has the word "donut" in its name, after all.
The new work, from Hill Holliday, is an expansion of its long-running, "America Runs on Dunkin" campaign, according to Linda SanGiacomo, senior director of advertising and customer experience for Dunkin' Donuts. The 30-second spot, directed by Greenpoint Pictures' Evan Dennis, launches the chain's new brand platform, "Keep On," which is meant to make a more emotional connection with Dunkin' consumers.
"It's a modern interpretation of 'America Runs on Dunkin'," said SanGiacomo. "And that is celebrating that positive energy and perseverence that defines our guests and our brand. 'Keep On' is really that evolution and that modernization."
The campaign will be fully integrated across all media platforms. "Keep On" will play a big roll in the chain's work for the upcoming Summer Olympics. The spot will make its broadcast debut during the Tuesday, June 7 episode of America's Got Talent.
"Where 'America Runs on Dunkin' works great is that it's a great brand strategy line in regards to growth and fuel, but what it was missing was the celebration of our customer and honoring our customer and that's what 'Keep On' is all about," said Chris D'Amico, svp and group creative director at Hill Holliday.
D'Amico added: "It's the idea that we're your partner in crime, or we're like your wingman, your buddy in your daily struggle and we give you the positive energy through both food and beverage but also emotionally, we believe in you and we believe in the consumer."