Fred the Baker
Encyclopedia
Fred the Baker was a popular advertising
character portrayed by actor Michael Vale
in commercials for Dunkin' Donuts
from 1982 to 1997. He was best known for his catchphrase "Time to make the donuts!" and the commercial that introduced the phrase (which showed Fred rising well before dawn to begin making the donuts) was named one of the five best commercials of the 1980s by the Television Bureau of Advertising. Fred also appeared in the commercials for Dunkin' Donuts Cereal.
Fred the Baker was so popular with consumers that when Dunkin' Donuts decided to retire the character, the chain surveyed customers to determine the reaction to the move. Customers said Fred could leave - if he were treated like an honored friend and employee. So the company created an official "retirement
" celebration for him, including a parade in the city of Boston
and a "free donut" day that served over 6 million customers on September 22, 1997. After the death of Michael Vale in December 2005, Dunkin' Donuts ran a commercial celebrating Fred, including a touching "In Memory Of".
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
character portrayed by actor Michael Vale
Michael Vale
Michael Vale was an American commercial actor famous for being the longtime sleepy-eyed mascot "Fred the Baker" for donut chain Dunkin' Donuts, with his famous catchphrase "Time to make the donuts." He was featured for 15 years until he retired in 1997, having done more than 1,300 television...
in commercials for Dunkin' Donuts
Dunkin' Donuts
Dunkin' Donuts is an international doughnut and coffee retailer founded in 1950 by William Rosenberg in Quincy, Massachusetts; it is now headquartered in Canton...
from 1982 to 1997. He was best known for his catchphrase "Time to make the donuts!" and the commercial that introduced the phrase (which showed Fred rising well before dawn to begin making the donuts) was named one of the five best commercials of the 1980s by the Television Bureau of Advertising. Fred also appeared in the commercials for Dunkin' Donuts Cereal.
Fred the Baker was so popular with consumers that when Dunkin' Donuts decided to retire the character, the chain surveyed customers to determine the reaction to the move. Customers said Fred could leave - if he were treated like an honored friend and employee. So the company created an official "retirement
Retirement
Retirement is the point where a person stops employment completely. A person may also semi-retire by reducing work hours.Many people choose to retire when they are eligible for private or public pension benefits, although some are forced to retire when physical conditions don't allow the person to...
" celebration for him, including a parade in the city of Boston
Boston
Boston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...
and a "free donut" day that served over 6 million customers on September 22, 1997. After the death of Michael Vale in December 2005, Dunkin' Donuts ran a commercial celebrating Fred, including a touching "In Memory Of".