Uniting America one donut at a time
In 2020, we all craved a little levity more than ever. So, we invited fans to join ‘The Donut Party’ with a cheerful spoof on the election
National Donut Day Debate 2020
This is an official message from the Donut Party. National Donut Day is Friday, June 5th and you can celebrate with a FREE donut with any beverage purchase! 🍩Which donut candidate will be getting your vote?
National Donut Day is a big day in the world of donuts, but it was quickly turning into a basic freebie in the minds of consumers. To stand out and bring a smile to our guests, we needed a breakthrough creative message that went beyond ‘free donut with purchase’ and instead, cemented our place in culture.
The mash up between the spirited debates people have over their favorite donuts and the 2020 presidential debates, gave us a fresh creative platform: uniting America one donut at a time with the all-inclusive Donut Party.
Instead of shying away from the political landscape, we embraced it with our sweet and welcoming spin. The Donut Party made the day much more than just a freebie, allowing us to put a stake in the ground that Donut Day is Dunkin’s day.
Results
This new take on trends had immediate impact on the business with a significant increase in sales and traffic.
Compared to trend, traffic into our restaurants saw double digit improvement driven by significant increases in hot and iced coffee demand.
We owned social conversation with 45% of the Donut Day conversation including our brand.
