Dunkin’ Donuts

DDSMART Zero to 5K Brand Ambassador Team


Challenge
With consumers being ever more conscious of making healthier lifestyle choices, Dunkin’ Donuts wanted to provide a platform of nutritious possibilities and launched a menu with healthier alternatives called DDSMART. Active Marketing Group partnered with Dunkin’ Donuts to increase awareness for the new DDSMART menu and transform brand perception within the running/walking community while ultimately driving new consumers to retail within key target markets.  

Solution
Active created Team DDSMART, a group of 30 team captains that recruited 10 of their friends who currently did not live an “active” lifestyle to train for eight weeks and run a 5K race together in select target markets (Boston, NY/NJ and Miami). Through Active’s very popular training plan, “Couch to 5K Training Program”, DDSMART team captains and their recruited brand ambassadors were provided with specific weekly goals, branded training gear, DDSMART menu items for training meals and a dedicated Dunkin’ Donuts online community to share stories and training tips. As team captains and brand ambassadors trained throughout the program, they constantly spoke to and educated other interested, like-minded consumers about the new DDSMART menu, distributed drive to retail DDSMART coupons and influenced others to run in their first 5K race. Prior to or after each 5K race, Dunkin’ Donuts provided the brightly branded Team DDSMART members with DDSMART breakfast to celebrate their training achievement along with distributing the new product line to race participants through a dedicated on-site sampling team and Dunkin’ Donuts mobile bus.  


Results
"Lots of race participants wanted to know how and where they can get a DDSMART shirt. They thought that it was cool that Dunkin' Donuts took on this new healthier approach to their menu items." - DDSMART Team Member.

Team DDSMART Zero to 5K helped change hundreds of consumer's lives through improved nutrition and increased activity while effectively introducing the new, health-oriented DDSMART product line to the endurance community. Throughout the program, 30 DDSMART Team Captains and 331 DDSMART brand ambassadors distributed over 3,000 drive-to-retail coupons, reaching over 24,000+ race participants at thirteen 5k races and received over 10,000 blog views.

Read More about our ambassador team opportunities.