Winslow’s Coffee Spots Introduce Perky ‘Joe’

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. Apparently pumped on caffeine, Joe insists that Winslow’s Gourmet Coffee is the only brand priced “for the people.”
Matt Hayes and Ken Millman served as creative directors for the campaign, which Millman also wrote. Jon Shenton handled art direction.
Spending was not disclosed but is believed to be in the $1 million range.
The Williston, Vt., shop picked up the account several years ago and introduced the Winslow’s Gourmet Coffee brand in a regional TV and radio campaign in 1996. Those ads starred John Winslow, an adventurous mariner in search of great coffee. Sales of the brand increased 48 percent in one year after that campaign hit the airwaves, according to the agency.
The current effort is intended to put a more modern face on the product and build on past success as the brand prepares to press into markets beyond New England, said agency representative Kirt Zimmer.