Problem

No one was aware of Peet’s Coffee & Tea’s 50 year commitment to crafting better coffee. Our job was to tell them, and reinstate Peet’s as the original craft coffee in an emotional and authentic way by outhinking rather than outspending the competition.

Insight

The Only Path Worth Taking is the One You Make Yourself. This point of view on life is what drove Alfred Peet to start his business, and that mentality is still true today in the minds of loyal “Peetniks” who believe wholeheartedly in the brand.

Solution

Coffee First. In honor of Peet’s 50th anniversary we launched a brand campaign highlighting Peet’s passion and dedication to being the original craft coffee. As a follow-up, we launched the “What Fills Your Cup?” campaign to emotionally connect with our audience through their passions.

Relevancy

Both our “Coffee First” and “What Fills Your Cup?” campaigns exceeded industry and previous brand benchmarks. Our “What Fills Your Cup?” partnership with Snapchat was so successful that Snapchat now uses it as one of their case studies for best-in-class integration with their platform.

Adweek: Peet's 50th Anniversary Campaign
The Drum: Peet’s Coffee Names San Francisco’s Cutwater as Agency of Record
AdAge: Peet's Coffee Hires Cutwater

Mediapost: Cutwater Brews up Peet's Coffee AOR Assignment
Shots: Cutwater Wins Peet’s Coffee
Chicago Business: Peet's Hires Ad Agency to Fuel Marketing, Retail Expansion