NEW YORK—RF|Binder Partners has been named the public relations agency of record for coffee retailer Dunkin’ Donuts. The company is consolidating its national and mid-Atlantic PR programs under a single AOR to better integrate and execute its national and regional messaging. RF|Binder Partners was selected for the seven-figure account after an extensive search that included more than eight New York-based firms.
“The RF|Binder team’s creative approach, strategic understanding of brand building, depth of experience in our markets and proven results were a winning combination,” stated Carolyn Kravetz, director of global communications at Dunkin’ Brands. “As we expand our existing markets, we will be focused on reinforcing the leadership position of our coffee. In addition, we will be introducing new menu innovations and store concepts. 2006 promises to be an exciting year and we look forward to working with RF|Binder Partners to promote the growth and success of our brand.”
RF|Binder Partners’ Boston office has been working with Dunkin’ Brands on a project basis since May, including campaigns to promote Dunkin’ Donuts’ coffee excellence, the introduction of Turbo Ice (Dunkin’ Donuts’ new iced coffee made with a shot of authentic espresso) and the company’s expansion into new Southern and Mid-Atlantic markets, including Cleveland, Charlotte, Cincinnati, Nashville, Tampa and Jacksonville.