I. Communication Challenge

Dunkin’ Donuts is the number one coffee seller in the New England and Downstate NY markets. But in the Buffalo-Niagara region, it has been struggling to break through its image as an “outside” national brand. As the PR firm for Dunkin’ in Buffalo-Niagara, Travers Collins was tasked with helping the brand be seen as a good corporate citizen, making the strong connection that the people who run Dunkin’ Donuts are our friends and neighbors.

II. Strategy and Execution

TC created a fundraising project aimed at raising a significant amount of money for Roswell Park Cancer Institute (a world-class cancer research and treatment facility in Buffalo), attaching Dunkin’ Donuts to Roswell’s flourishing “Paint Box Project” – a holiday gift-and-card collection that features the artwork of childhood cancer survivors.

This project was centered on the “Mug of Hope,” a limited edition, bottomless travel mug, with artwork designed by The Paint Box Project artists, co-branded with Dunkin’ and sold exclusively by Roswell Park for $100. We wanted to sell 1,000 mugs, making $100,000 for Roswell research programs.

We launched the Mug of Hope to the public with a press conference in the Roswell lobby. The former CEO of Dunkin’ Brands, current Executive Chairman and native Western New Yorker, Jon Luther, cleared his day to come home for the launch. Remarks were delivered by Luther, Dr. Donald Trump, President and CEO of Roswell Park Cancer Institute, and patients. During the event, the group unveiled a tower of the mugs, announcing they were officially for sale. Within an hour, a dozen were already sold.

Over the next few weeks, in addition to traditional media relations efforts, we publicized the project through our agency’s social networks, including Facebook and Twitter. We also worked in collaboration with Roswell’s public relations team to do the same. We worked closely with hospital staff to publicize to their internal audiences, including the board of directors, staff, foundation board, and families, capitalizing on the holiday gift-giving season and positioning the Mug of Hope as the gift that keeps on giving.

III. Outcome

• The Mug of Hope sold out within four weeks of its launch, and Roswell Park received a $100,000 check.
• We garnered several news stories from WKBW-Ch. 7 (ABC), WGRZ-Ch. 2 (NBC), YNN (24-hour cable news), The Buffalo News and The Niagara Gazette.

The amount of product donated from local Dunkin’ franchisees in 2010 is estimated at nearly $500,000