“Donuts!?” you may ask. “What is there that’s new to say about donuts?”
Well, RF|Binder Partners and Dunkin’ Brands answered that with a campaign you can sink your teeth into.
As Dunkin’ Brands went public and sought to accelerate brand awareness, it piqued media interest with everything from irreverent pitches to a heart-shaped donut to celebrate the British royal wedding.
From January 2011 to September 2012, Dunkin’ Donuts was featured in almost every top national media outlet, including multiple appearances on “The Today Show,” “Good Morning America,” CBS News, USA Today
, Bloomberg, Time
, CNN, The New York Times
, The Wall Street Journal
, The Huffington Post, and Yahoo.
This won RF|Binder Partners and Dunkin’ Brands top honors in the Best PR Campaign - $100,000+ category of PR Daily’s 2012 Media Relations Awards. In this category they tied with Hilton Hotels & Resorts.
Something interesting is going on at a donut-maker when it gets Fitness magazine to feature its Egg White Turkey Sausage Wake-Up Wrap as a calorie-saving breakfast. Or when “Fox & Friends” brings its reps in to share goodies on National Donut Day. Or when Mashable features its Facebook game.
Total media impressions were up 38 percent, national print stories up 50 percent, and broadcast stories up 536 percent. Dunkin’ Donuts saw similar successes on Facebook and Twitter.
Congratulations to the team that collaborated on the winning effort: from RF|Binder, Josh Gitelson, executive managing director; Jim Furrer, managing director; and Stephanie Robinson, director. And from Dunkin’ Brands: Michelle King, global public relations director; McCall Gosselin and Justin Drake, public relations managers; and Jessica Gioglio, public relations and social media manager.
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