Dunkin’s 30 Seconds With Rachael Ray

BOSTON Daytime TV host and author Rachael Ray will appear in an upcoming multimedia effort for Dunkin’ Donuts and help the chain develop new healthier food and beverage options, the client said today.

The Canton, Mass.-based company uses Interpublic Group’s Hill, Holliday, Connors, Cosmopulos here as its lead agency on efforts themed “America runs on Dunkin’.” The chain spent $140 million on ads last year, an increase of 15 percent over 2005, per Nielsen Monitor-Plus.

Ray’s penchant for quickly preparing unpretentious meals jibes with Dunkin’s quick-serve philosophy and emphasis on quality, said Dunkin’ brand president Robert Rodriguez. Ray is best known for her “30-Minute Meals.”

The first TV spot starring Ray is scheduled to break next month. Print, radio, online and in-store elements are also in the mix. The effort will run through 2010.

“I am excited to work with Dunkin’ Donuts’ team of chefs as they expand their menu to include new items for customers looking for more health-conscious options,” Ray said in a statement.

Financial terms of her deal were not disclosed.

Dunkin’ of late has been trying to portray itself as an alternative to coffee shops like Starbucks, with its current campaign employing quirky music and humorous themes to define the chain’s personality.