The US specialty coffee chain and roaster said the partnership will enable it to reach future generations of coffee consumers with creative campaigns expected to differentiate Peet’s Coffee from ‘mainstream coffee brands’
Mischief’s first creative campaign for Peet’s Coffee is expected to launch later in 2023 | Photo credit: Peet’s Coffee
US specialty coffee chain and roaster Peet’s Coffee has named New York-based media firm Mischief @ No Fixed Address as its advertising agency of record.
Peet’s Coffee said the partnership highlights its goal to stand out from ‘mainstream coffee brands’. Mischief’s first creative campaign for Peet’s Coffee is expected to launch later in 2023, although no further details have been disclosed.
“Peet’s created the ‘Big Bang’ of coffee, putting craft coffee on the map in the US back in the 1960s. Since then, we’ve earned a loyal following of diehard coffee fans, largely through uncompromising product standards and word of mouth,” said Jessica Buttimer, Vice President of Brand at Peet’s Coffee.
“We’re really different from the mainstream coffee brands out there and we want future generations of coffee lovers to know and love Peet’s like we do,” she added.
Mischief replaces Cutwater as Peet’s Coffee’s agency of record. The California-based marketing firm had held the role since August 2015.
The agreement also sees Mischief’s sister organisation No Fixed Address Media become Peet’s agency of record for full media integration across all channels.
“In a world where everyone claims to be a coffee nerd, there isn’t anyone nerdier than Peet’s. No one loves coffee more than these guys, except maybe the brand’s cult-like following which for decades has viewed Peet’s as coffee’s best-kept secret. Well, it’s time to blow the lid off this secret and we’re going to have a lot of fun finding a very unignorable way to do that,” said Nimisha Jain, Executive Vice President of Strategy at Mischief.
Founded in California in 1966, Peet’s Coffee operates more than 380 locations across the US, China and the UAE. The coffee chain and roaster is expected to launch in Saudi Arabia via its Middle East franchise partner Americana Restaurants before the end of 2023.
Peet’s Coffee operates within JAB Holding-managed JDE Peet’s. In February 2023, the Dutch coffee group appointed WPP as its global creative partner to build a ‘creative led’ omnichannel strategy for its portfolio of coffee brands, which include L’OR, Peet’s, Jacobs, Senseo, Tassimo and Douwe Egberts.
Mischief, part of Canada’s No Fixed Address Inc group, was launched in the US by Greg Hahn in June 2020 ‘to make work that creates a stir’. Its clients include US alcohol brand Coors Light, dating app Tinder and food and beverage giant Kraft Heinz Company.