Caribou Coffee Taps Colle+McVoy

NEW YORK Caribou Coffee, the second-largest coffee house operator in the U.S., has tapped Colle+McVoy as its new lead agency.
Based in Minneapolis, Caribou has 415 company-owned and 80 franchised locations worldwide. 22squared, Atlanta, previously handled the ad assignment.
C+M, also located in Minneapolis, will handle all marketing campaigns and share in shaping brand strategy and planning. The agency will oversee the day-to-day execution of brand identity, package design, interactive, traditional advertising and promotions. Program budgets have not been finalized.
The independent agency 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, 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 traditional advertising in 2008, a big boost from the $300,000 it spent in 2007, according to Nielsen Monitor-Plus.