Peet’s Coffee, a brand that helped to popularize the artisan coffee movement, has named Mischief @ No Fixed Address as its advertising agency of record.
The brand, which was recently became part of the world’s largest publicly traded coffee company in JDE Peet’s, grew from a small coffee roaster in the Bay Area founded in 1966.
“Peet’s created the ‘Big Bang’ of coffee, putting craft coffee on the map in the U.S. back in the 1960s,” said Jessica Buttimer, vp of brand at Peet’s in a statement. “Since then, we’ve earned a loyal following of diehard coffee fans, largely through uncompromising product standards and word of mouth.
Peet’s formerly worked with agency Cutwater. In choosing Mischief, the brand wanted to stand out in a crowded coffee industry.
“If Peet’s role in the coffee revolution is new news or comes as a surprise to you, then we’ve answered why we’re partnering with a creative powerhouse like Mischief @ No Fixed Address. 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,” said Buttimer.
Peet’s is also joining forces with No Fixed Address Media, Mischief’s sister media shop, as agency of record for full media integration across channels.
“In a world where everyone claims to be a coffee nerd, there isn’t anyone nerdier than Peet’s,” said Nimisha Jain, evp, strategy at Mischief in a statement. 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.”
A debut creative campaign is slated for launch soon.
Alfred Peet founded Peet’s Coffee in Berkeley, California in 1966. Today, Peet’s coffee has more than 380 locations in the U.S, China, and the Middle East and can be found in more than 14,000 grocery stores across America.
The announcement comes on the heels of Mischief earning seven Cannes Lions across multiple clients this June.