Mojo Supermarket Appointed Creative AOR for Death Wish Coffee

By Kyle O'Brien 

Death Wish Coffee has appointed Mojo Supermarket its creative agency of record. The agency will oversee all brand positioning, strategy and creative output for the coffee company.

Death Wish Coffee, founded in 2012, has built a loyal national consumer base with limited edition flavors, collectible mugs and a reputation for bold, full-bodied coffee beans, along with a unique and identifiable brand.

To announce the AOR designation, Mojo Supermarket wrote up and designed an obituary of sorts, an “RIP to the Death Wish Coffee Creative Agency RFP.” It states that the body of the company’s RFP can now be laid to rest since Mojo Supermarket “killed the creative and has been appointed Creative Agency of Record.”


“Death Wish Coffee is a company that likes to do bold, fun and unexpected things, so we wanted to make this announcement not just about the fact that we’re working with them, but that we’re working with a company that approaches creativity in the same way we do. And what better way to do that than an obituary?” said Mo Said, founder and creative director at Mojo Supermarket in a statement.

Said went on to say that the agency likes to work with brands that have enormous creative potential, as well as with marketing teams that are smart, where each team can learn from each other creatively.

“We’ve definitely found that in the Death Wish team, and I’m really excited for what we’re about to build and create together,” said Said.

Death Wish Coffee has seen rising success since its founding a decade ago when it was only a director to consumer brand. Death Wish Coffee now states that is the number one organic coffee brand in measured channels. Since entering retail in 2022, Death Wish has achieved national distribution and can be found in all major retailers including Walmart, Kroger, Target, and Albertsons/Safeway.

“Death Wish Coffee would not be where it is today without the incredible consumers that have been with us since day one,” said Samantha Siegal, CMO of Death Wish Coffee in a statement. “In selecting a creative agency, it was crucial to find a partner that could help us both honor these bold souls and welcome a new generation of strong coffee lovers into the fold. We could not imagine a better partner than Mojo Supermarket as we set out to build smart, effective, culture-quaking creative that keeps people—and bold, delicious coffee—at the heart.”

Death Wish Coffee and Mojo Supermarket will release their first project in early fall, with a national brand campaign.