By Barry Janoff
June 8, 2015: Dunkin' Donuts is currently testing mobile apps for ordering food and could follow with a test of home delivery service. But could those donuts and coffee be brought to your door by Rob Gronkowski and David Ortiz?
Nigel Travis, CEO for the Canton, Mass.-based company, said during an interview with CNBC that for food companies, the trend in the U.S. “is convenience. So I think delivery plays very strongly.”
That comes as Dunkin' Donuts is making a summer push with a multi-platform campaign, Summer Chill, fronted by Gronkowski, tight end for the NFL's New England Patriots, and Ortiz of MLB's Boston Red Sox.
The effort is anchored by TV and an "album" of songs fronted by what was called a "momentous musical pairing" of Gronk and Big Papi "inspired by summer and Dunkin' Donuts' Iced Coffee."
The initial song and ad, "Sippin'," hits this week, featuring the two sports stars in various summer gear and garb (sunglasses, swimsuits, pool toys), accompanied by a band composed of life-size Dunkin' Donuts icons (donuts, coffee cups). The athletes-turned rappers offer, "Summer time, super nice/Everything better with Dunkin' Ice (Coiffee). You and me on a tandem bike/Sipping' on Dunkin' Ice (Coffee)."
(See the full spot here.)
"Sippin'" is scheduled to be followed by "Turn It Up" (July7), "Me Estoy Enamorando" (July 28) and "Four Things We Love" (Aug. 19).
Support includes Internet, social media, in-store and a dedicated Web site.
Dunkin' Donuts this year signed a two-year deal with Gronkowski and said it would continue their partnership with Ortiz through the end of the baseball season, to include advertising, social media and appearances on behalf of the brand.
"Dunkin' Donuts has recently continued its partnerships with both David Ortiz and Rob Gronkowski, and together we wanted to celebrate by creating something truly original and memorable for our fans," Patty Healy, field marketing director, New England Region for Dunkin' Brands, said in a statement. "This momentous musical pairing between these beloved sports stars tunes in on two things we know New Englanders are exceptionally passionate about: summer and Dunkin' Donuts' Iced Coffee."
"Summer Chill" features what Dunkin' Donuts called a "fun and eclectic mix of original songs performed by 'Gronk & Roll' Gronkowski and Ortiz, showcasing their unique musical stylings inspired by summer and Dunkin' Donuts' Iced Coffee." At the Web site, visitors can download and share songs, videos, gifs, memes, behind-the-scenes footage and other goodies.
According to Gronkowski, "I'm really excited to work with Dunkin' Donuts again and team with Big Papi to showcase our singing and dancing skills in our first-ever album. I've caught touchdowns in front of 80,000 fans in a stadium, but I don't often sing in front of anyone, so this was definitely a new and fun experience. Thank goodness Papi has some serious singing talent!"
"It's been a lot of fun working with Dunkin' Donuts over the past few years and I'm excited to continue my partnership with the brand," said Ortiz in a statement. "When Dunkin' Donuts came up with the idea about making an album, I figured someone must have been listening to me singing in the clubhouse. Then they told me it was with my boy Gronk and the first thing I wondered was, How I could try to match his legendary dance moves."
"I've caught touchdowns in front of 80,000 fans in a stadium, but I don't often sing in front of anyone, so this was definitely a new and fun experience."
The moves could be part of the brand's larger strategy if current plans pan out.
According to Travis, "We're now developing mobile ordering. We're doing a private test. We'll move to a more public test later this year. We'll probably launch mobile ordering sometime next year," as well as a potential test of home delivery.
Whether or not Gronk and other company spokespersons are part of that remains to be seen.
For now, said Heal, "We hope people will have as much fun enjoying the songs and videos as Gronk and Big Papi had making them."
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