Dunkin' Donuts signs Rachael Ray

In TV ads set to begin airing in April, TV host Rachael Ray will allow Dunkin' Donuts to bask in the halo of her culinary artistry.

Or is it vice versa? Will Dunkin' lend the latest uber-chef du jour some of its java street cred?

In any case, Dunkin' Donuts, the Canton based chain, said today it will be working with Ray and that she will be featured in TV, print, and radio ads as well as make personal appearances on behalf of the chain.

"As its new brand representative, Ray will appear in a multi-platform marketing campaign for Dunkin' Donuts," the company said. "Ray will also lend her perspective to the Dunkin' Donuts culinary team in the development of new, 'better for you' food and beverage options."

In a statement, Dunkin' Donuts brand president Robert Rodriguez added: "We believe there is tremendous synergy between Dunkin' Donuts and Rachael Ray. Rachael's philosophy of creating quality meals quickly without pretense for busy people with busy lives is the same driving force behind the Dunkin' Donuts brand."

Dunkin' Donuts is virtually ubiquitous in Massachusetts and well entrenched in the Northeast, but it has plans to become a national player and, presumably, a celebrity of Ray's luminosity could be of service as the chain introduces itself to new markets.
(By Chris Reidy, Globe staff)