Dunkin’ Donuts Drafts ESPN’s Berman to Promote Omelet
Dunkin’ Donuts is drawing on iconic ESPN sportscaster Chris Berman to push its new Bacon Lover’s Supreme Omelet.
Berman will be featured in national TV and radio spots, and online and in-store marketing to entice Dunkin’ Donuts’ customers to consider trying the new combo. (It’s three slices of pepper bacon, egg, vegetables and cheese on a croissant.)
Berman has concocted a top ten list of greatest NFL combos, in sync with the imminent start of the football season, to go with the sandwich promotion. The quarterback-receiver-centric list includes San Francisco 49ers quarterback Joe Montana and his late coach Bill Walsh, Joe Montana and Jerry Rice, the Baltimore Colts’ John Unitas and Raymond Berry, the Indianapolis Colts’ Peyton Manning and Marvin Harrison and the New York Jets’ Joe Namath and Don Maynard.
The campaign features an online football game at DunkinDonuts.com that offers participants daily prizes, including 42-inch plasma TVs, JetBlue airline tickets, various gift cards and pro football memorabilia.
The new sandwich is the third in a series of cuisine-changing plays for Dunkin’ Donuts, which introduced its Supreme Omelet and its Sausage Supreme Omelet last year.
On a regional sports level, Dunkin’ Donuts is running promotional campaigns with the New York Giants and Jets, the Philadelphia Eagles and New England Patriots that include team-branded coffee cups.
