The Coffee Bean & Tea Leaf Appoints Pitch as Creative AOR

By Erik Oster 

The Coffee Bean & Tea Leaf, the oldest and largest privately-held specialty coffee and tea retailer in the country, appointed Los Angeles-based agency Pitch as its creative agency of record, following a review.

Pitch will be tasked with developing a brand positioning for The Coffee Bean & Tea Leaf and its full variety of products. New campaigns are expected from the agency in the second quarter, across digital, social, print, out-of-home, in-store and radio platforms.

“The Coffee Bean & Tea Leaf is the absolute hallmark in the industry,” said Pitch president Rachel Spiegelman. “This is the brand that led the way for a revolution in handcrafted, premium coffee and tea. And they continue setting trends and breaking new grounds, so to speak. We’re proud and totally pumped to be working with them.”


“We are known for sourcing from around the world only the top 1% of Arabica beans for our coffees and the top two leaves and a bud for our teas,” added The Coffee Bean & Tea Leaf senior vice president, global brand strategy Adam Tabachnikoff. “And that’s how we found Pitch, by exhaustively seeking out the highest quality. Pitch is the perfect partner for us. We are delighted to be working with them.”