As agency of record for Dunkin’ Donuts since 2005, RF|Binder has developed award-winning programming to definitively establish the brand as the world’s leading coffee and breakfast retailer.
Our work has successfully communicated the evolution of the Dunkin’ Donuts brand – from a regional breakfast player focused on donuts, to a national brand focused on coffee excellence and quality, convenience and service beyond just the breakfast hour. Our aggressive, creative campaigns shine the national spotlight on Dunkin’ Donuts as a brand relevant to today’s consumers—THE place busy people go for great food and beverages served at a great value.
RF|Binder’s thought leadership campaign has successfully positioned Dunkin’ Brands’ CEO and other company leaders as spokespeople for the Quick Service Restaurant industry in national business print and broadcast media. Through aggressive national media outreach strategies, cutting-edge consumer engagement programs, innovative social and digital campaigns, along with creative events and promotions, we’ve helped position Dunkin’ Donuts as a powerful global brand that is winning the nation’s coffee and breakfast wars.
The skyrocketing popularity of social media has helped enhance Dunkin’ Donuts’ coffee credentials to a whole new group of fans. By developing a comprehensive social media program for Dunkin’ Donuts, RF|Binder has established a unique Twitter and Facebook presence for the brand. Through a strategy defined by tone and voice, the brand has secured millions of followers on its active, engaged social media platforms.
Our campaign has resulted in more than a billion media impressions every year. Highlights include: a front page story in The Wall Street Journal touting Dunkin’ Donuts’ growth and success; ABC-TV’s “Nightline” 8-minute feature, naming Dunkin’ Donuts “the smart brand for today’s times;” Dunkin’ Brands’ CEO invited to guest host CNBC-TV “Squawk Box” and “Worldwide Exchange” multiple times; and feature coverage in virtually all national traditional and online media, including, Mashable, Huffington Post, The New York Times, Family Circle and CNN. Sales increases and new store growth has continued unabated, and Dunkin’ Brands 2011 IPO was one of the most successful in recent years.