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The Hayes Group serves up a strong helping of “Joe” in an upcoming campaign for Winslow’s Gourmet Coffee.
The agency has created a 30-second TV commercial and several radio spots for the brand, brewed by New England Coffee in Malden, Mass. The ads are set to break later this month in Maine and Vermont, with a May rollout planned for other New England markets and several states in the Northeast, including Delaware.
The ads carry the tagline, “For the people” and feature Joe, a self-styled coffee revolutionary whose goal is a gourmet cup of java at a great price.
Stalking around a sparse, modern apartment, the perky spokescharacter kvetches about the high price of some gourmet brews.
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