Cumberland Farms Film, Digital Come to Your Coffee Senses Reel by Full Contact

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Come to Your Coffee Senses Reel

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Industry Coffee, Tea, Breakfast Drinks, Retail, Distribution & Rental companies
Media Film, Digital, Interactive & Mobile
Market United States
Agency Full Contact
Creative Director Marty Donohue, Tim Foley
Art Director Dave Wall
Copywriter Lawrence O’Toole
Production Hungry Man
Director Craig Brownrigg
Released May 2017

Credits & Description

Agency: Full Contact
Client: Cumberland Farms
ACD Copywriter: Lawrence O’Toole
ACD Art Director: Dave Wall
Senior Producer: Chuck Woodard
Associate Producer: Matt Linehan
Account Supervisor: Sara Capaccio
Business Affairs: Janice Medieros
Director: Craig Brownrigg
Production Company: Hungry Man
Editorial House: Peel & Eat
Editor: Pete Warren
Sound Studio: Soundtrack
Sound Engineer: Mike Letourneau
Creative Directors: Tim Foley, Marty Donohue
Clients:
David Heilbronner, Senior Manager, Brand Strategy
Greg Lorance, Senior Category Manager
Description:
Cumberland Farms is launching its biggest advertising campaign ever behind its most popular product- Farmhouse Blend Coffee.
In the multichannel 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.”
About Cumberland Farms:
Cumberland Farms makes life easier for busy people every day. What started in 1939 with a cow and a dream has grown into a network of nearly 600 convenience stores across 8 states. Three generations later, Cumberland Farms is still family owned and operated, and continues to reflect the values it was built upon: envisioning a better way to serve customers by providing the best possible products at the best possible prices. Whether you're buying a cold Chill Zone drink, a hot or iced cup of Farmhouse Blend Coffee, or filling the gas tank, convenience and customer service are key. Cumberland Farms also has a long heritage of giving back to the communities where it operates, from feeding the hungry and serving the disabled, to supporting local sports teams and fundraising. For more information, please visit us at http://www.cumberlandfarms.com or follow us on Twitter at http://www.twitter.com/cumberl...