Home > Encyclopedia of Major Marketing Campaigns > Dunkin' Donuts, Inc.

• FRED THE BAKER Campaign
• Time to Make the Donuts?
• Further Reading

14 Pacella Park Dr.
Randolph
Massachusetts
02368-1700
USA
tel: (781)961-4000
website: http://www.dunkindonuts.com

FRED THE BAKER Campaign

Overview

Wiping the sleep out of his eyes and shuffling through the early morning darkness, actor Michael Vale uttered the words "It's time to make the donuts" for the first time as Fred the Baker in a 1981 commercial created by Ally & Gargano, New York, for their client Dunkin' Donuts, Inc. Fred repeated his performance in almost 100 similar commercials over the next 16 years to become "the longest-running noncelebrity spokesperson in American business," according to...