The Marketing Standard
Wed, 10 May 2017 16:05:58 GMT
Cumberland Farms is launching its biggest advertising campaign ever behind its most popular product- Farmhouse Blend Coffee.
In the multi-channel campaign created by Full Contact, Cumberland Farms takes on the absurd world of today’s coffee drinking culture in “Come to your Coffee Senses”. Michael Rapaport plays the voice of coffee reason, pointing out how we are conditioned to pay almost $3 for a cup of coffee somewhere else other than Cumberland Farms, where we need to wait in line and then not be sure they’ll even get our order (or our name) right.
The commonsense solution is a simple one- Farmhouse Blend coffee at Cumberland Farms. Priced at just 99 cents any size any time, you make it yourself so it’s always the way you want it, and you don’t have to wait in lines for the privilege.
Michael takes a funny and somewhat agitated and exasperated look at how some people out there are still paying way too much for their coffee. In the “Three” spot, as he fixes himself a cup of coffee at Cumberland Farms, Rapaport says, “The last time I spent 3 bucks on a cup of coffee, I got three of them.” The campaign, breaks this week with TV, but will also include digital video, radio, in-store signage, billboards, and social. Boston-based Norbella handled the media.
“We wanted to create a message and campaign that spoke to the insanity of overpaying for coffee,” said David Heilbronner, Senior Manager of Brand Strategy for Cumberland Farms. “The character in our commercial has a visceral response to all of this, as he is simply flabbergasted over the fact that anyone would pay more than 99-cents for a cup of coffee at one of those other places.”
Michael Rapaport is a film and TV actor, who has appeared in countless TV series and movies and is best known for his roles in The Heat and Justified.
Tim Foley, Creative Director at Full Contact said, “When we cast Michael we thought about who as an actor embodies the attitude of ‘Come to Your Coffee Senses’ vs. which celebrity can we get for this role? Michael makes us stop and think about the cultural attitude and habits surrounding coffee industry and why choosing Farmhouse Blend from Cumberland Farms makes so much more sense.”
“Our strategy for Cumberland Farms was to go on the offensive- as in “it’s offensive” to pay almost $3 for a cup of coffee somewhere else where you need to wait in line and then not be sure they’ll even get your order right,” said Marty Donohue, Creative Director, Full Contact. “We as consumers have been programmed over the years to believe it’s okay to overpay for coffee. With this new Come to your Coffee Senses campaign, Cumberland Farms is trying to show people that there is indeed a way to stop the madness, and enjoy a great tasting coffee along the way. For just 99 cents any size.”view more - Creative
Advertiser: Cumberland Farms
Brand: David Heilbronner, Senior Manager, Brand Strategy
Category Development Manager: Greg Lorance (Senior Category Manager)
Director: Craig Brownrigg
Production Company: Hungry Man
Music Agency: Soundtrack
Sound Engineer: Mike Letourneau
Edit Assistant: Peel & Eat
Editor: Pete Warren
Account Supervisor: Sara Capaccio
Art Director: Dave Wall (ACD)
Associate Producer: Matt Linehan
Business Affairs: Janice Medieros
Copywriter: Lawrence O’Toole (ACD)
Creative Agency: Full Contact
Senior Producer: Chuck Woodard
Categories: Food, ConvenienceThe Marketing Standard, Wed, 10 May 2017 16:05:58 GMT