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Return of the Doughnut Eaters

Recession Reignites Dunkin' Donuts' Marketing

By Published on .

NEW YORK (AdAge.com) -- With all the fuss about carbs and obesity in recent years, Dunkin' Donuts has been downplaying its namesake product. But no more. As the economy collapsed into chaos last year, the restaurant chain discovered that previously carb-conscious consumers were drifting back to doughnuts as comfort food. Since then, Dunkin Donuts has launched aggressive new campaigns targeting that fried-dough-craving demographic. And its latest -- and largest -- online donut promotion has been a wild success.

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