Dunkin' Donuts is launching its campaign and tagline— "America Runs on Dunkin' — in the Hispanic market via an integrated campaign designed by Accentmarketing, Dunkin's Hispanic agency of record.
The campaign includes Hispanic television, radio, a version of the brand's website, social media, public relations and in-store promotions.
The campaign is also illustrative of a trend in the food and restaurant industry, QSR Web, which reported the news, points out. Namely that Hispanic marketing integration is becoming a necessity in this space.
As immigration continues to bring first generation Hispanics into the US market, integrated ethnic campaigns, such as Dunkin' Donuts, across all sectors are becoming essential. 70% of 1st generation Hispanics say they notice products and brands that make the effort to reach their ethnicity through advertising, while more than 3 in 5 are more likely to try such a product or brand, and be more trusting of it, finds Yahoo! Insights in a March 2012 report.