From the Boston Globe:
Good idea, DD… Now if you could only replace some of the savages behind the counter and start making half-decent coffee, I’d actually have a whole new respect for ya!
Dunkin’ Donuts has a new pitchwoman: TV personality Rachael Ray .
As the Canton chain looks to expand nationally and get beyond its doughnut heritage, Ray’s philosophy of better-for-you food seems to make her ideal for the role.
But she has baggage; there are websites where Ray-bashing is blood sport, and some demonize her as a poor person’s Martha Stewart .
On one site after Dunkin’s disclosure yesterday, someone wrote: “Nooo!!! Pulling ALL my hair out!!”
Still, president Bob Hoffman of Boston ad agency Gearon Hoffman said Dunkin’ made a smart choice.
He once explored using Ray in an ad campaign for Crock-Pot that didn’t pan out, and he recalled that Ray’s personality scores were “off the charts,” with her appeal far outweighing any negatives.
Hoffman said of Ray’s detractors: “This country is full of unbelievably nasty people. Don’t they have anything better to do?”
Rachael Ray is about as “every woman” as people get. She has a great “regular person” appeal, she’s not rail thin and anorexic… I mean, in reality, people should be standing up and cheering.
I do get the bit about her being overexposed, but I still think she’s a perfect choice for DD.
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