Dunkin’ affords drive-thru weddings for Valentine’s Day

Dive Transient:

  • Dunkin’ is selling its seasonal menu for Valentine’s Day with an experiential marketing campaign that features a likelihood for {couples} to get married or renew their vows in a drive-thru lane. The bakery chain additionally plans to open a wedding-themed on-line pop-up store, per an announcement.
  • Dunkin’s “Marriage is on the Menu” contest was impressed by a Dunkin’ worker who final fall received married on the drive-thru the place she first met her husband. To enter, New York state residents must submit a photograph on Instagram with the #DunkinIDoContest hashtag within the caption, together with a proof of why they need to marry in a Dunkin’ drive-thru. The competition deadline is Jan. 30, and a winner can be chosen on Feb. 2.
  • In an indication that experiential advertising and marketing is as soon as once more ramping up — simply with social distancing measures inbuilt — Dunkin’ will host the marriage on Feb. 12 at a location in Middletown, New York, the place different {couples} can also go to from 3-4 p.m. for a drive-thru vow renewal or dedication ceremony performed by I Do Drive Through, a drive-up marriage ceremony service. Dunkin’s on-line retailer with wedding-themed merchandise can be out there on Feb. 11.

Dive Perception:

This yr’s Valentine’s Day would be the first one in the course of the pandemic, difficult entrepreneurs to give you campaigns that promote togetherness whereas additionally urging individuals to observe social distancing. Dunkin’s wedding-themed promotion displays ongoing curiosity from the model within the romantic vacation regardless of the pandemic and the popularity that its advertising and marketing should mirror the wants of customers, who point out the well being disaster is forcing them to regulate how they rejoice on Feb. 14. Dunkin’s marketing campaign builds on rising curiosity in drive-thru weddings in the course of the pandemic, and it additionally nods to the curiosity in weddings at quick-service eating places that was in place earlier than the pandemic, as evidenced by the marriage package deal that Taco Bell beforehand supplied that allow {couples} get hitched at its flagship restaurant in Las Vegas.

Greater than half (56%) of U.S. customers plan on altering their Valentine’s Day plans as a result of COVID-19, per survey outcomes that analysis know-how platform Lucid shared with Advertising Dive. Its research additionally discovered that 82% of U.S. customers plan to rejoice Valentine’s Day at house this yr. The survey outcomes recommend customers will reply to Valentine’s Day promotions which can be aware of non-public security, which Dunkin’s drive-thru promotion makes an attempt to deal with.

Dunkin’s Valentine’s Day marketing campaign can be one other signal of how quick-service eating places are ramping up their experiential campaigns after a yr of dormancy. Burger chain White Citadel this month mentioned it could change up a long-running Valentine’s Day occasion that lets individuals guide a romantic dinner given COVID-19 considerations. With restrictions on indoor eating, the chain will remodel about 300 of its places into “basic drive-ins, full with carhop service.”

The standard soar in shopper spending that coincides with Valentine’s Day is anticipated to happen once more this yr and Dunkin’s pop-up retailer may assist the model meet shopper demand. Many retailers reported sturdy outcomes in the course of the holidays, which usually foretell of spending patterns going into Valentine’s Day. Some customers may even see the romantic vacation as a chance to rejoice these they’re closest to at a time when most individuals’s social circles have shrunk considerably.

Dunkin’s pop-up retailer follows different efforts to advertise branded merchandise in giveaways and direct gross sales amid the expansion in e-commerce in the course of the pandemic. The corporate in November supplied to re-release a restricted variety of Dunkin’ Onesies if the model reached 2 million followers on social video app TikTok. Dunkin’ additionally has collaborated with sportswear maker Saucony on a line of clothes to rejoice the Boston Marathon, increasing on a extra restricted providing of trainers it had supplied earlier.

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