When retail chains run national campaigns, their locations in some geographical areas get left out in the cold—or uncomfortably in the scorching sun, if they happen to be located in the American Southwest. First Cup, a Dunkin' Donuts franchisee company in Phoenix, knows the feeling when it comes to the quick-serve brand's efforts on Twitter.
"With our heat, we don't really want the same messaging they are using back East during certain parts of the year," Alex Apodaca, COO of First Cup, told Adweek.
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