Chances are your beans are old. Don’t take it personally—most people don’t know that coffee beans aren’t a shelf-stable product.

A household name in California, Peet’s was virtually unknown east of the Rockies, but they wanted to aggressively expand into mid-Atlantic grocery chains. We developed a fully integrated campaign (advertising, POS, digital) that not only introduced the brand but also raised an issue—and Peet’s key differentiator—that most coffee drinkers didn’t think about. And we increased sales by 65% to boot.

In-store signage

Print advertising

Packaging and display