Rachael Ray Signs With Dunkin' Donuts

TV host, author and chef Rachael Ray is teaming up with Dunkin' Donuts. The deal includes print, radio, online and in-store advertising. Ray also plans to develop healthier foods and beverages for the doughnut chain.

• Press Release: Dunkin Donuts' Signs Rachael Ray
• Branching Out: Dunkin Donuts' Opens 100th Joint Venture Store

Dunkin' Donuts has tried to reposition itself in recent advertising. The company is going after Starbucks customers and other coffee house visitors. The "It's time to make the doughnuts" ads are a distant memory as Dunkin' Donuts now uses the "America Runs on Dunkin" campaign to take direct hits at the competition in humorous commercials.

Dunkin' Donuts spent $140 million on advertising in 2006, a 15-percent increase over 2005. Financial terms behind the new deal with Ray were not released.