BBDO Makes It Chock full o’ New York

CHICAGO Sara Lee Corp. coffee brand Chock full o’ Nuts looks to recapture some of its past glory with a New York-centric print and outdoor campaign from BBDO here.

“Chock full o’ Nuts, which has been ‘New York’s coffee since 1932,’ carries a unique and powerful equity among consumers in the Northeast,” said Ed Dubin, director of marketing for the brand, in a statement. “Our challenge was to leverage this distinctive brand equity in a contemporary way.”

The campaign touting the brand’s new New York Roast blend depicts actual New Yorkers in real New York situations by photographer Eugene Richards. The work also uses familiar Big Apple landmarks such as Coney Island, Gleason’s Gym and the West Side’s meat-packing district. One execution presents a meat-packer standing in front of several carcasses, knife in hand, with the headline, “Chock full o’ attitude.” Another shows people riding on Coney Island’s Cyclone roller coaster and the headline, “Chock full o’ nuts.” All the ads employ a new tagline, “Full o’ New York flavor.”

The ads will appear on a variety of media including wallscapes, billboards, telephone kiosks, taxicab tops, subway and bus signage, and even water tanks atop buildings. The total marketing budget was estimated at $2 million.

BBDO in Chicago won creative duties on the account in September 2002.