NEW PITCH: Boston advertising firm Arnold Worldwide created McDonald’s regional ads featuring docks and local trivia.

NEW PITCH: Boston advertising firm Arnold Worldwide created McDonald’s regional ads featuring docks and local trivia.

Christine McConville reports in the Boston Herald that as Dunkin’ Donuts hosts a special Fenway Park fest  for its loyal fans, a McDonald’s franchise in Attleboro invites customers to meet Nell Newman, president of Newman’s Own Organics: The Second Generation and daughter of actors Paul Newman and Joanne Woodward.

After a month of buildup, National Coffee Day pits the region’s longtime coffee king Dunkin’ Donuts against the fast-food behemoth McDonald’s.

For a month now, McDonald’s franchises in New England have been giving away free cups of their new regional brew.

“A lot of people are coming in, and asking for it,” said Lou Provenzano, owner of some 14 McDonald’s in southeastern Massachusetts.

The fast-food chain has even crafted its own New England television commercial to lure customers to McDonald’s for coffee made by Newman’s Own Organics in partnership with Green Mountain Coffee of Vermont.

The commercial, which has been airing locally for a little over a week, was created by Boston advertising firm Arnold Worldwide.

With its fishing dock, heavy accents and local trivia, it has already established a following.

“We’ve even had a couple of people come in, and try to imitate it,” Provenzano said. “They ask for chowdah.”

But Canton-based Dunkin’ Donuts, which has its own memorable television ads, won’t be conceding its market share anytime soon.

“While I am unable to comment on McDonald’s business,” McCall Bodi Gosselin, communications manager for Dunkin’ Brands Inc., wrote in an e-mail, “I can tell you that the passion for Dunkin’ Donuts coffee is unmatched. Dunkin’ Donuts has served great coffee at a great value for nearly 60 years and we set the standard for premium coffee.”

Boston Herald