• by Tanya Gazdik , February 8, 2010

Dunkin' Donuts year-long 60th anniversary celebration kicks off with the return of the "Create Dunkin's Next Donut" contest, along with some help from JetBlue airlines.

For the second year in a row, the Canton, Mass.-based company is inviting donut lovers to channel their imagination and love for donuts for the chance to win $12,000 and have their personal donut creation sold at participating Dunkin' Donuts restaurants nationwide. This year, JetBlue has signed on to be the official airline of the "Create Dunkin's Next Donut" contest and will offer free airfare to contest finalists flying out of JetBlue-serviced cities to the bake-off.

Visitors to www.DunkinDonuts.com/donut can create a virtual donut masterpiece from a variety of donut flavors, shapes, toppings and fillings through March 8. New interactive elements have been added to the contest Web site, providing entrants with more options to save their creations and share them with friends and family.

A dozen finalists will be chosen by a panel of Dunkin' Donuts judges to travel to Dunkin' Donuts University this spring for a bake-off, which will be facilitated by Dunkin' Brands Executive Chef Stan Frankenthaler.

The public will also be invited to vote for its favorite finalist online beginning April 19. The grand prize winner/creator of "Create Dunkin's Next Donut" contest will be unveiled on National Donut Day, June 4. Last year, the grand-prize-winning donut, "Toffee for Your Coffee," was chosen from among 130,000 entries submitted online for the inaugural contest.

For its birthday, Dunkin' Donuts has created a full line of commemorative retro packaging that incorporates a new "Happy 60th BirthDDay!" logo and historical brand logos. Also, beginning in March, the company will offer vintage-themed t-shirts and retro Dunkin' Donuts Cards at www.DunkinDonuts.com and at participating restaurants.

The company is using in-store POP to support the donut contest and 60th birthday, according to McCall Bodi Gosselin, Dunkin' Donuts public relations manager.

"Dunkin' Donuts has an existing relationship with JetBlue," Gosselin tells Marketing Daily. "Dunkin' Donuts coffee is served on all JetBlue flights and Dunkin' Donuts messaging and advertising has been featured on the TVs on the back of the seats in flight. There will be messaging to support the contest there."

Dunkin' Donuts will also host birthday celebrations at the original store located in Quincy, Mass., and at nearly 60 new restaurants that are scheduled to open worldwide over the next several weeks in 10 countries.

The company claims to be the largest coffee and baked goods chain in the world, selling more than one billion cups of hot and iced coffee and more than 900 million donuts and Munchkins donut hole treats every year. Today, there are more than 6,500 restaurants in 35 U.S. states and the District of Columbia and more than 2,600 international restaurants in 29 countries.

Dunkin' Donuts is kicking off another promotion. For a limited time, it is offering 99-cent small lattes in the New York tri-state area. The offer is good at participating locations in 14 counties in New York, 13 in New Jersey and Fairfield County in Connecticut. The lattes are available in all flavor varieties, including the new White Chocolate Latte, and can be purchased either hot or iced.