• by Fern Siegel , May 17, 2023

Community Coffee poured its first brand spot, “Bustin’ Loose,” to promote its new Dark & Bold blend.

The work, from creative AOR Baker & Bonner Creative Emporium, ends with the tag: Mornings are Coming on Strong.” The agency won the account in December 2022.

The ads have roosters on apartment roofs rocking to Chuck Brown’s 1979 hit “Bustin’ Loose.” The early-morning wake-up is paired with lights turning on and coffee being made.

The ad ends with: “Community Coffee positions itself as the go-to dark roast coffee brand to start the day right. View here.

There are 6- and 15-second ads running across BVOD, online video, socials and owned channels, including in-store.

 T2 Media handled media planning and buying.

“Community Coffee has an incredibly rich history — more than 100 years of producing delicious coffee that people have come to rely on as part of their early-to-rise morning start,” said Rob Baker, co-founder-CEO of Baker & Bonner Creative Emporium. “We liked the idea of celebrating that with a funk-fueled wake-up song to start the day.”

According to the National Coffee Association’s May 2021 specialty-coffee report, millennials are the largest group of coffee drinkers. Plus, 44% of total coffee drinkers prefer dark roast and drink nearly 2.7 cups of coffee a day.

Founded in 1919, Community Coffee claims to be the largest family-owned and operated retail coffee brand in the U.S. It is run by four generations of the Saurage family.