Farmhouse Blend Coffee
As part of a new brand strategy to go from a “last resort” to a “first-choice daily destination” all aspects of Cumberland Farms’ brand and business were up for discussion. Coffee and other beverages presented the greatest opportunity, and were some of the first steps in a major brand transformation. Launching Farmhouse Blend was a key component to bringing in daily customers. The work included product naming, pricing strategy, menu design, point of purchase materials and all advertising. The campaigns centered around a consistent message of ‘surprisingly delicious coffee at a surprising price’ and ultimately led to a sales increase of over 600%.
Creative Director / Art Director: Tim Foley, Creative Director / Writer: Marty Donohue, ADC / Art Director: Kevin Barlow, ACD / Copywriter: Chris Milne, Designer: Kristie Miles
Chill Zone
Every Cumberland Farms store has an area for fountain and frozen drinks called the Chill Zone. A little bit of research and a lot of observation showed that the customers who most often purchased frozen Chill Zone drinks rarely stuck to one flavor and instead created their own unique combinations and concoctions. This campaign embraced that behavior and encouraged consumers to “Mix Up Yours”. The work started with the creation of characters to represent each flavor, and included point of purchase materials, lots of digital, building an engaged social community, and extensions into branded sodas, ice cream and other treats.
