Dive Brief:
- Dunkin' has expanded its partnership with Beyond Meat ambassador and investor Snoop Dogg for a new campaign promoting its Beyond Sausage Sandwich, the company revealed in a press release.
- The campaign includes an online pop-up shop, a new TV ad and an activation in which customers are invited to taste samples of the new sandwich on Jan. 24-25. The online store will sell exclusive apparel including a green tracksuit like the one Snoop wears in the ad with "Glazzzed for Days" and the Dunkin' and Beyond logos, as well as other apparel items.
- Additionally, Dunkin' has created a limited edition menu item The Beyond D-O-Double G Sandwich which consists of a Beyond Breakfast Sausage patty with egg and cheese, served on a sliced glazed donut. It is available Jan. 13-19.
Dive Insight:
Dunkin's latest campaign encompasses a number of recent trends — celebrity endorsement, social media fodder, and an online pop-up shop — as the brand looks to position itself as a vegetarian-friendly fast food option.
Dunkin's partnership with Snoop Dogg first made headlines in November when the rap icon worked at a Dunkin' location in Southern California, serving up the Beyond Sausage Sandwiches. The stunt earned him Employee of the Month at Dunkin', which was shared across the chain's social channels, a strategic move to build conversations around the brand online. The new push turns footage from the stunt into a TV ad.
Promoting a meat-free menu item is timed as many consumers are experimenting with vegetarianism or cutting back on meat consumption, often as a way to do their part to reduce their carbon footprint. Dunkin' follows McDonald’s and Burger King in offering meat-substitute menu items. Burger King rolled out its Impossible Whopper nationwide in April, and McDonald’s has been selling a Beyond Meat burger to meet growing demand for meatless options.
The online pop-up store selling branded merchandise has been a trend among fast food chains, particularly around the holidays. Dunkin' launched its first online pop-up shop in November, populating the site with limited-edition branded products, including a holiday sweater, one-piece pajamas, a fanny pack and more.
Similarly, Popeye's, McDonald's and KFC were among popular chains to push branded gear for year-end gifts. The business model offers chains extra income and potential access to consumer data, as well as earned marketing, as people wear the clothes in public and share their looks on social media.
