• Brandweek, Thursday, June 11, 2009 11:01 AM

It has seemed recently that everyone wants a piece of Starbucks --Dunkin', Big Mac, 7-Eleven and all manner of wannabes with an espresso machine and a cutting-edge logo, but now the pride of Seattle is striking back with some timely facts. Namely, Starbucks was the top vote getter for the coffee category in Zagat's 2009 Fast Food survey, and it's touting that accolade with a new campaign from BBDO, New York.

The results came out Monday; the ads hit Wednesday. In between, Elaine Wong writes, Starbucks mobilized several marketing components -- from newspaper ads to digital, paid search and social media -- to generate buzz.

Starbucks lags behind Dunkin' Donuts and McDonald's in terms of perceived value, according to YouGov's BrandIndex. The new ads address that perception by linking customer appreciation with the quality of Starbucks coffee. "Zagat says we're the country's #1 best coffee. Actually, you said it, but Zagat repeated it (which is nice)," the ads repeat once more.

Read the whole story at Brandweek »