BUCK brings heart to the holidays in Dunkin’s Little Holiday MUNCHKIN campaign with handcrafted animation, thoughtful design, and a warm seasonal story.

The holidays often arrive with a wave of shimmering lights and high-volume spectacle. The 2025 Dunkin’ Little Holiday MUNCHKIN campaign, created in partnership with the team at BUCK, takes a more thoughtful approach. Instead of competing with the noise of the season, BUCK crafted a story that is gentle, warm, and rooted in emotion. At the center is a tiny, unexpected hero: the MUNCHKIN donut hole.

Inspired by a new children’s book titled The Little Holiday MUNCHKIN, the campaign introduces a small character on a journey to belong, narrated in the animated short by Mindy Kaling. The story explores what it means to find connection during the holidays, and BUCK brought this narrative to life through a fully integrated design system that spans film, print, packaging, and digital experiences.

As Minjae Park, Vice President of Brand Stewardship and Integrated Marketing at Dunkin’, shared,

“The Little Holiday MUNCHKIN may be tiny, but this new holiday hero carries an important message that matters even more during the holiday season. It is a reminder that even the smallest of us can make a big difference.”

BUCK’s creative interpretation makes that message feel immediate and heartfelt.

A Small Treat With a Big Story

BUCK’s campaign transforms the classic Dunkin’ treat into The Little Holiday MUNCHKIN, a character who embarks on a quiet, charming adventure. The studio developed a short film that feels handcrafted and sincere, a fully illustrated children’s book available in Dunkin’ stores, and a suite of packaging that feels like falling into the pages of the story.

The ambition was to create something that feels timeless. Children can read the book again and again, adults can enjoy the animated short for its warmth and humor, and every touchpoint carries the same narrative through line.

Design as an Act of Empathy

What stands out in this campaign is how the design system holds the emotional weight of the story. BUCK approached every element as a continuation of the narrative.

The team created character-driven animation with expressive charm, illustrated packaging that doubles as story panels, a printed book that captures nostalgia and texture and a cohesive visual world that bridges digital and physical space. The design language elevates a simple donut hole into a symbol of belonging. Colors, line work, pacing, and even the typography are tuned for warmth and accessibility. BUCK’s craft ensures that each surface, whether a donut box or a film frame, contributes to a larger emotional story.

Why This Campaign Resonates

For designers and creatives, BUCK’s work is a reminder of what happens when storytelling and design align with purpose.

Three ideas stand out: Small objects can carry deep emotional weight when designers build a world around them;
Unified visual systems strengthen narrative power across formats; Sincerity feels refreshing during a season often dominated by maximalist advertising.
 

What could have been a traditional holiday promotion becomes something more meaningful. BUCK’s work shows how design can turn a seasonal product into a cultural moment.

Final Thought

The Dunkin’ Little Holiday MUNCHKIN campaign is not just a commercial. It is a small story with a generous spirit. BUCK’s creative direction transforms a familiar treat into a heartfelt message about connection, kindness, and belonging in a season filled with noise.