Peet’s Coffee Aims at Trend-Setting Millennials with Artisanal Campaign

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Work out of Cutwater positions the brand around the craft movement
Peet’s Coffee Aims at Trend-Setting Millennials with Artisanal Campaign

Today Peet’s Coffee launches its first ad campaign with creative agency of record, Cutwater, promoting its seasonal blend and in-store beverages in advance of the holidays. The campaign aims to tell Peet’s handcrafted, artisanal story as the originator of the craft coffee movement in light of the holiday season.

Cutwater saw the opportunity to position Peet’s Coffee around the craft movement and pay homage to the brand’s dedication to quality, perseverance, innovation and reverence. With this overall philosophy in mind, the campaign also targets a new demographic for the brand - millennial connoisseurs – who are trend setters, knowledgeable influencers and modern coffee aficionados.

The creative highlights three of Peet’s holiday offerings: Peet’s annual Holiday Blend coffee, Salted Caramel Macchiato and Cinnamon Hazelnut Latte. For each, Cutwater and Peet’s created a coinciding TV spot, which will air in the San Francisco/Bay Area market beginning on November 23rd. The spots were shot at the Peet’s coffee bean roastery in Alameda, CA, in keeping with the spirit of the brand’s authentic ethos.

For the digital components of the campaign, Cutwater focused on what every good coffee experience starts with – the bean. They meticulously created holiday images out of Peet’s coffee beans including Santa Claus, a reindeer and a penguin.

“I’ve admired Peet’s for years,” said Chuck McBride, Founder and Chief Creative Officer at Cutwater. “Helping guide their communications – even their seasonal offering - into an era where the people and process are what differentiates them, has been an honour and a joy.”

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Production Company

Camera Operator: Dave Seoane

Director: Robbie Baumgartner

DOP: Robbie Baumgartner

Executive Producer: Daniel Tuggle

Production Company: Hustle Co.


Composer: Joey Prather

Music Supervision: Blue Scout Music


Edit Assistant: Kimberly Lewis

Edit Company: Hustle Co.

Editor: Naomi Goodman

Creative Agency

Art Director: Lauren Mounce, Mike Butler, Molly Johnson

Associate Producer: Kimberly Lewis (Content)

Chief Creative Officer: Chuck McBride

Copywriter: Jay Brockmeier

Creative Agency: Cutwater LLC

Executive Producer: Daniel Tuggle

President: Christian Hughes

Senior Account Manager: Greer Gonerka

Associate Creative Director: Gong Liu


Brand: Peet’s Coffee & Tea

Genres: Documentary

Categories: Water, Soft Drinks

Cutwater, 4 years ago