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Honey Dew Donuts® in the news
Honey Dew Donuts¨ adds new morning twist
By Jennifer Heldt Powell
March 27, 2005
Have a coffee and a pretzel?
Honey Dew Donuts¨ hopes the combination will hit the spot. The Braintree-based chain is launching three flavors of filled pretzels as it unveils a new ad campaign.
There will be a cinnamon pretzel drizzled with white chocolate, one with blueberries reminiscent of a cobbler and a pizza pretzel to feed those afternoon cravings.
Although pretzels and doughnuts aren't a typical combination, company executives believe the new products will resonate with consumers.
"We believe it fits in with the foods we offer," said Ann Levenson, Honey Dew Donuts¨ marketing director. "It's a sweet breakfast-type of product. It's a nice way to start off your day."
The pretzels come as the company plans to run television ads for the first time in seven years.
The TV spots, part of a coordinated campaign, will run from 5 a.m. to 7 a.m., before commuters head out of their houses. The company will follow with radio ads running until 11 a.m.
"Hopefully, we'll be helping (consumers) make a decision to choose Honey Dew Donuts¨," Levenson said.
The TV ads start this week. The pretzels and the advertising around them will be out in April. The campaign centers around the company's catch phrase, "Enjoy the Local Flavor™."
Officials won't say how much they're spending, but the company's ad budget has doubled in the last six years.
Honey Dew Donuts¨ faces growing pressure from Dunkin' Donuts, which is growing rapidly. Krispy Kreme has also moved into the area, although it's had corporate struggles.
But Honey Dew Donuts¨ doesn't focus on the competition, Levenson said.
"The competition is going to do what's right for them and we're going to do what's right for us," she said.
Honey Dew has 150 stores in New England, with plans to add several more this year under an aggressive growth plan.
