This ad made its debut sometime between 1981 and 1984.
The "Time to Make the Donuts" ad campaign was a highly successful and long-running advertising campaign for Dunkin' Donuts, an American coffee and baked goods chain. The campaign was launched in 1981 and continued for over a decade, becoming a cultural phenomenon and firmly establishing Dunkin' Donuts in the minds of consumers.
The campaign featured a fictional character named Fred the Baker, portrayed by actor Michael Vale. Fred was a hardworking and dedicated employee of Dunkin' Donuts, known for his catchphrase, "Time to make the donuts." The commercials typically followed Fred's daily routine, starting with his alarm clock ringing early in the morning and him groggily repeating his famous line as he got out of bed to begin his day.
The "Time to Make the Donuts" campaign effectively conveyed the idea that Dunkin' Donuts was committed to providing freshly made donuts every day. It emphasized the company's dedication to quality and the hard work put into creating their delicious donuts. The repetitive nature of Fred's routine served as a memorable and humorous way to reinforce the message.
The campaign resonated with consumers due to its relatable portrayal of a diligent and relatable character. Fred's commitment to his job and his catchy catchphrase made him an endearing figure, and viewers eagerly anticipated new commercials featuring his daily donut-making adventures.
The success of the campaign extended beyond the commercials themselves. Fred the Baker became a beloved and recognizable character, and his catchphrase entered popular culture. People would often use the phrase "Time to make the donuts" in various contexts, referring to the start of a busy or repetitive task.
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