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Dunkin' Donuts helps consumers wake-up with new breakfast wrap
June 7, 2009
CANTON, Mass. — Dunkin' Donuts has unveiled the new Wake-up Wrap, the company's first product created specifically to provide customers with a breakfast item at a price under a dollar. The Wake-up Wrap will be available through mid-July at participating Dunkin' Donuts locations throughout the country.
The Wake-up Wrap is aimed at value-conscious, on-the-go consumers and is available for 99 cents. The wrap features a five-inch round tortilla served oven-toasted with one-half scrambled egg and a slice of American cheese.Customers also can add a slice of cherrywood smoked bacon for 30 cents more.
The egg and cheese Wake-up Wrap, the first sandwich at Dunkin' Donuts to feature a tortilla, has less than 200 calories and is listed on Dunkin' Donuts' DDSMART menu of better-for-you foods and beverages.
The launch of the Wake-up Wrap coincides with the launch this week of a new advertising and marketing campaign developed by Hill Holliday and driven by the slogan, "Breakfast NOT Brokefast." The campaign declares that in these challenging times, a fast and delicious breakfast should not cost Americans more than pocket change.
In addition to national television and radio commercials, Dunkin' Donuts has taken the groundbreaking step of placing display advertisements at prominent public fountains in New York, Chicago and Boston. The displays feature legs sticking up from the water, along with signs reminding passersby, "Please Do Not Remove Change for 99¢ Items at Dunkin' Donuts."
Dunkin' Donuts also is currently offering customers the chance to quench their thirst with a small, 16-ounce Coolatta in any flavor for the value price of $1.99 at participating Dunkin' Donuts locations nationwide.
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