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In its first campaign for Peet’s Coffee & Tea, Citron Haligman Bedecarrƒ is banking on the notion that highbrow magazines are the best place to reach coffee fanatics. The San Francisco agency is trying to give the gourmet coffee company’s mail order business a boost with an illustrated ad in The New Yorker, Atlantic Monthly and Wired magazines. The print work, which broke last week, will be reinforced with a pair of radio ads and a direct mail campaign.
Rather than seeking a Starbucks-type mass appeal, Berkeley, Calif.-based
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