This season Dunkin’ decided to let its littlest treat steal the spotlight. Enter The Little Holiday MUNCHKIN — a heartwarming animated short and children’s book that turns a humble donut-hole into the hero of the holidays.

Narrated by Mindy Kaling, the story follows a lonely MUNCHKIN Donut Hole Treat: no glaze, no sprinkle, no special box. It feels forgotten as bigger donuts get picked first — until a child reaches in, grabs it, and gives it the love it deserves. That moment of recognition embodies the campaign’s tagline: “Sometimes the smallest part is the best part.”

What works is not just the sweetness of the narrative, but the visual soul behind it. The animation — created by BUCK in partnership with Artists Equity — embraces a cozy, story-book aesthetic. The MUNCHKIN isn’t a slick corporate mascot: it’s soft, vulnerable, and endearing — the kind of underdog you root for. The same design sensibility carries over to the new holiday packaging and the book itself, blending brand, story, and sentiment into one neat little box of charm.

But there’s even more depth here. The campaign doesn’t just sell donuts — it sells empathy, nostalgia, and connection. By giving the MUNCHKIN its own story, Dunkin’ invites families to rethink their snack choices and treat the smallest bites like something special. On top of that, part of the proceeds from every book sold go to the Dunkin’ Joy in Childhood Foundation — turning holiday whimsy into tangible support for kids in need.

It’s a clever repositioning: a treat most people consider a cheap add-on is now a seasonal icon. And by leaning into emotion, simplicity and goodwill instead of bells, whistles or flashy celeb endorsements, Dunkin’ proves that sometimes restraint is the boldest move of all.

In a world full of loud holiday campaigns, The Little Holiday MUNCHKIN feels like a warm hug — gentle, unpretentious, and quietly powerful.

Tiny treat. Huge heart. Holidays served with a smile. — Julian Vega