Folgers Storms Back in Saatchi Spot

NEW YORK Folgers today breaks a national television spot in which it extols the patience and support of its consumers and employees in the wake of Hurricane Katrina’s impact on the brand’s New Orleans production plants.

A collectible Folgers Katrina Relief metal can will be on-shelf starting next month and will feature a letter from Emory Zimmer, manager of the company’s largest coffee plant, expressing his appreciation to consumers for their support and inviting them to join the relief effort by donating to the American Red Cross.

“We’ve been in New Orleans for over 50 years and are strongly committed to staying here,” said Max Rangel, marketing director for Folgers. “This commercial is our way of explaining to consumers why they may not find their favorite Folgers varieties in their stores, and thanking them for their patience as we restock the shelves. It is also our way of thanking retail partners and our employees.”

The TV ad, via Saatchi & Saatchi in New York, will run for two weeks on network and cable. It will also alert consumers about changes in the size and packaging on the company’s most popular blend—the 39-ounce Classic Roast—which will be offered temporarily in the metal can.

The documentary-style commercial was filmed at the time of the plant’s reopening after the hurricane. Narrated by Zimmer, the musical soundtrack is by Rock and Roll Hall of Famer and New Orleans native Allen Toussaint.