Colossus Stirs in Some New England “Charm” for Cumberland Farms Coffee Campaign

Convenience store chain Cumberland Farms is harnessing the power of good, old fashioned, New England sarcasm in its latest project by advertising agency Colossus.

Cumby’s, as locals refer to the chain, is New England-based and has more than 500 locations in the region as well as New York and Florida. The campaign, which launches in early September, will run throughout December and is designed to promote Cumberland Farms signature Farmhouse Blend coffee.

“There are a lot of coffee options in New England,” says David Heilbronner, Director of Brand Strategy and Advertising at Cumberland Farms “Our goal was to create an integrated campaign that would make Cumberland Farms truly distinct in this highly saturated marketplace.”

Having relied on celebrities in the past, they leaned on Colossus to find a way to break through the noise. According to Heilbronner, “Colossus has helped us find our voice again by making the coffee the celebrity and harnessing the real voice of our core customers.”

In one ad, Cumberland Farms tells customers not to forget their delicious cup of Cumby’s coffee, while also showcasing the danger of forgetting “to pay your taxes for, you know, 12 years.” A second ad celebrates the ability to make your coffee exactly how you like. In it, we see a construction worker doing just that. Later he accidentally reveals his own secret infatuation with the brand with an elaborate Cumberland Farms tattoo on his lower back. Both ads capture the brand’s witty and sarcastic humor that has long been a Cumby’s, and New England, staple. Television is supported with 42 unique OOH pieces that continue to amplify the wry tone. The creative will run on connected TV, local TV, radio, streaming audio, podcasts, geo-fenced mobile, organic social, and OOH in major New England markets.

“At the end of the day,” says Hayley Richards, Account Director at Colossus, “ We wanted to create a campaign that not only reminds consumers to consider Cumberland Farms but also gives them something so ridiculously unexpected, they’ll talk about it when they get to work.”

Source: Colossus

  Advertising, Campaign, Colossus, Cumberland Farms, Marketing, New England