Written by Ron Berger, the Dunkin’ Donuts campaign featuring “Fred the Baker,” became very successful.  The "Time To Make The Donuts" campaign for Dunkin' Donuts, was honored by the Television Bureau of Advertising as one of the five best commercials of the 1980's.  Dunkin’ Donuts started in 1980 and when their campaign began in 1982, the company was quickly making profits.  Though the campaign stayed with Ron Berger when he started his own agency, Ally & Gargano created an incredibly memorable character, and Dunkin’ Donuts became a household name. 

In the Dunkin’ Donuts commercials the silly little character Fred the Baker would roll out of bed and leave his house bright and early, muttering “Time to Make the Donuts”. The following is an example of one of the many commercials done for the "Time To Make the Donuts Campaign". [23]

Agency: Ally & Gargano, New York

Copy by: Ron Berger

First Appearance: 28 March 1983

Actor: Michael Vale

Narrator: Lester Rawlins

Creative Directors: Amil Gargano and Michael Tesch

[Interior, day, portly MAN, in his small, paper baker's cap, leaving the house, his mundane routine.]

 BAKER: Time to make the donuts. [slams door]

 NARRATOR: Product Donuts are always fresh.

 [Door slam noise as scene switches to dusk or dawn interior of the same door opening and him coming in, tired and relieved. Music in background.]

 BAKER: I made the donuts.

 [Another dusk or dawn, the MAN entering again, more zombie-like this time.]

 NARRATOR: We make them at least twice every day.

 BAKER: I have to make the donuts.

 [Same interior, but a drenching rainstorm is going on, the MAN entering. (Note: his raincoat, hat, and umbrella are on the coatrack inside in every shot, including this one.)]

 NARRATOR: Not a few kinds like supermarket ones--

 BAKER: Time to make the donuts--

 NARRATOR: But up to 52 varieties.

 [This time, the MAN's entering from a vicious snowstorm.]

 [During off-screen voices and noises, a bright interior shot of trays and trays of donuts of all types and varieties in a shop case.]

 BAKER: [off screen] The donuts.

 [Sound: Door opens and slams.]

 BAKER: [off screen] Time to make the donuts.

 [Sound: Door opens and slams.]

 [Donut shop case display, with a box of Product Donuts sitting at an angle on top of some trays. White text superimposed toward the lower right side of the screen says, "It's worth the trip."]

 BAKER:  [off screen] I made the donuts.

 NARRATOR: All this work is tougher on us but better for you.