Looking to grab market share from Starbucks and other well-known brands, New England Coffee Co. will enter the consumer java wars with a $2 million ad push.
RDW Group in Providence, R.I., has created a TV, print and outdoor campaign slated to break this fall, according to David Vittorio, New England Coffee's marketing manager.
The privately held company in Malden, Mass., has been supplying Winslow's Gourmet Coffee to restaurants, hospitals and institutions for more than 80 years. The product, renamed New England Coffee to play off its heritage, will be sold to consumers in stores this fall.
RDW commissioned local painter Grace DeVito to come up with a new design. Her painting, a bucolic rendering of the New England countryside, appears on the packaging and is brought to life in three versions of a 30-second TV spot.
The commercials tout the product as a "tradition in restaurants from Eastport to Westport" while introducing coffee for the home. The tagline: "A tradition since 1916."
"New England Coffee has a cache outside the region," noted RDW creative director Tony Gill, worked on the ads with copywriter Wendy Boffi and designer Tom Rothermel. "We wanted a design that would not get swallowed up in the morass of all the other coffees on the supermarket shelves."