Dunkin' chooses Anomaly as AOR to modernize brand ethos

Dive Brief:

Dunkin' has chosen Anomaly New York as its new lead creative agency of record, per a company press release. The coffee chain put its creative account into review this summer.
Anomaly, in conjunction with Dunkin's marketing leadership and existing partners, will lead overall creative strategy and be responsible for national broadcast, digital video and audio, social and out-of-home advertising.
The agency was chosen due to its experience developing campaigns that deepened brand-customer relationships for brands including Johnnie Walker, Dick's Sporting Goods, Coca-Cola and Google, per the release. Anomaly's first work for Dunkin' is expected to debut in 2022.

Dive Insight:

Dunkin's appointment of Anomaly as AOR comes after its creative review was first reported by Ad Age less than three months ago. Incumbent BBDO Worldwide was included in the review, and had been the chain's creative agency since April 2018. The review came months after Dunkin' named Rafael Acevedo as U.S. CMO. Acevedo cited Anomaly's plans to modernize the brand ethos of its long-running "America Runs on Dunkin'" tagline while staying true to the brand's heritage and purpose.

"We have bold ambitions for the Dunkin' brand and we are confident that Anomaly's creativity and strong connection with culture will help us unlock growth and further accelerate brand momentum," Acevedo said in the press release.

Over the past year, other QSRs have shaken up marketing leadership and agency partners while shifting focus to culture as they work to engage younger consumers who are difficult to reach through traditional ad channels. Taco Bell in August selected Cashmere as its culture agency of record, while KFC — which named a new CMO in October — will reportedly part with U.S. ad agency Wieden + Kennedy when its contract expires in January as the brand looks to attract younger consumers.

Dunkin' in June named Acevedo as U.S. CMO, a role that had been vacant for nearly two years after Tony Weisman left the company in 2019. A veteran of The Coca-Cola Company, Acevedo has a wide remit that spans brand marketing, product innovation, field marketing, advertising and digital marketing initiatives as the company looks to bridge marketing and sales. By appointing a new agency, the executive could be looking to put his own stamp on the brand.

With its first work for Dunkin' expected next year, Anomaly will begin work immediately, leading an agency partner roster that includes Arc, Dieste, The Lacek Group, Turner Duckworth, Publicis Media and MSL. Dunkin' parent company Inspire Brands in February named Publicis Groupe as its media agency of record, with agencies Zenith and Digitas leading a new unit called Inspired Media Engine to oversee the account. Meanwhile, Dunkin' sister brand Jimmy John's also appointed Anomaly as its lead creative agency in November 2020.