Themeline Creation + activation

Dunkin’, a globally recognized leader in the food and beverage industry, sought to build out an EVP and employer brand that would resonate deeply with candidates. The focus was to place the company’s mission front-and-center, creating an instant personal connection that would transform candidates from mere consumers and followers into passionate ambassadors and advocates. This campaign was a resounding success, earning 68.9 million impressions, a 384% increase in career site traffic, 188K applications, and an 81% boost in apply clicks. As a result, the campaign won the 2024 IAC Award for “Best Food Industry Integrated Ad Campaign” and the Rally Award for Best Employer Brand Launch.

________________

Themeline creation

________________

Themeline activation

Creative Expression: To begin our creative expression phase, we put together different adcepts to highlight our EVP themeline “ALL IN’.” While creating these, we kept in mind for each adcept: how it gives life to the EVP themeline and anthem; how it represents the employer brand personality and perspective of both Dunkin’s hourly employees (Team members) and shift leaders/managers; and how it partners with the Dunkin’ consumer brand and how it will transition easily into your current employer brand presence.

________________

Website + video

Credits: This project reflects the collective contributions of a diverse team in various roles. To respect privacy, individual names have been omitted.