Caribou Coffee Names C+M New Ad Agency

Caribou Coffee, the second-largest coffee house operator in the U.S., has named Colle+McVoy its new lead ad agency.
Based in Minneapolis, Caribou Coffee has 415 company-owned and 80 franchisee locations worldwide. 22squared, Atlanta, previously handled the ad account.
C+M, also based in Minneapolis, will handle management and execution of all marketing campaigns and share in brand strategy and planning. The agency will oversee the day-to-day execution of initiatives, including brand identity, package design, interactive, advertising and promotions. The scope also includes consumer marketing via all channels (trade, retail and online). Program budgets have not been finalized.
Colle+McVoy was chosen following a competitive search. “The [C+M] team presented a comprehensive strategy to drive growth and create long-term value, as well as actionable solutions for our immediate needs,” said Caribou svp of marketing Alfredo Martel, in a statement.
Caribou’s net sales have been steadily increasing for the past five years, and fourth-quarter and year-end financial data for 2008 will be released next week. The coffee company spent $2 million on U.S. advertising (not including online) in 2008, a big boost from the $300,000 it spent in 2007, according to Nielsen Monitor-Plus.