• by Larissa Faw , March 17, 2016

Peet's Coffee & Tea is celebrating its 50th anniversary with the "Coffee First, Everything Else Second" campaign that pays homage to the brand's claimed heritage as "the original craft coffee company in the U.S."     

Developed with AOR Cutwater, the concept is designed to evoke the feeling of your go-to cup of coffee in the morning, says the agency. It tells the story of a brand that started out of "true commitment to creating a perfect cup of coffee" from the “Gourmet Ghetto," the culinary and gastronomic district of North Berkeley, CA and the original birthplace of the first Peet’s Coffee location. 

A series of digital films showcases the Peet’s coffee-making process. These films are supported with out-of-home, digital banners and print executions that further tell the “Coffee First, Everything Else Second” story. In addition to living on Peet’s digital and social channels, the work will be featured in a print and online takeover in The New Yorker, print insertions in The New York Times Sunday Magazine and Bon ppetit, as well as a billboard over the Bay Bridge.   

One the videos can be seen here. 

During the week leading up to April 1, the campaign will introduce #NoFooling on Peet’s Facebook, Twitter and Instagram channels.  Basically while other brands will be "playing jokes" on April Fool's day, Peet's will be using this opportunity to share the "proof points" or "truths" behind Peet's coffee. 

The biggest creative challenge for this entire campaign was creating imagery that's different from other imagery in the category, says Christian Navarro, group account director, Cutwater. "We wanted unique and ownable photography that captured the process in a bold and iconic way."

Cutwater began working on the Peet’s account last October.