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Dunkin' Donuts Launches Integrated Hispanic Campaign

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.

First Generation

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.


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