As the coffee marketplace continues to get more fragmented, with more players (gas stations, burger joints and convenience stores) entering the game, Dunkin’ needed a way to drive incremental traffic in the afternoon. To do so, Dunkin’ created a new purchase occasion by launching an afternoon snacking menu called the Dunkin’ Run.

The Dunkin’ Run snacks were designed to fight the afternoon slump, and our ads needed to have the same energy and breakthrough.

For radio, we wanted to break through the clutter of salesy, heavily promotional spots that are commonplace on the channel by creating something that told a story and caught the listener’s attention.

The Dunkin’ long-standing and well-known tagline “America Runs on Dunkin’” led naturally to this radio concept—a 30 second run-on sentence that demonstrates how Dunkin’ knows how to fuel you with delicious coffee and snacks and keep you running all day long.