• by Fern Siegel , November 9, 2023

Dunkin’ Donuts wants everyone to have a sweet holiday. Its new campaign, “Unboxing” reminds customers of the pleasure of the delicious treat.

The creative, from Leo Burnett, runs across linear, streaming and social media.

The work highlights that a box of donuts is always welcome. The new spots, “Elves,” “Rewards” and “Unboxing,” focus on people eyeing the pastries — but from the perspective of the donuts.

From happy kids to Santa, all are taken by the tempting fare. The ad’s jingle, “Everybody Loves a Donut,” was created by Beacon Street Studios.

Henry-Alex Rubin directed the Dunkin’ campaign. He has also directed ads for Guinness and Gatorade.

In addition to the visual spots, Dunkin’s latest holiday campaign includes out-of-home displays illustrating the limited-edition holiday donut box packaging. TikTok content shows a day in the life of a donut on set, while custom media components run across Twitch and Pinterest.

Alongside the donuts, some favorite holiday beverages are also making a return appearance: Cookie Butter Cold Brew, Spiced Cookie Coffee, Peppermint Mocha Signature Latte and Toasted White Chocolate Signature Latte. A holiday menu debuted last week.

Dunkin’ was founded in 1950. The company says it is the largest coffee and donuts brand in the United States, with more than 13,200 restaurants in nearly 40 global markets. Dunkin’ is part of the Inspire Brands family of restaurants.