Peet’s Coffee, based in the San Francisco Bay area, has named Mischief @ No Fixed Address as its new agency of record. Sibling agency No Fixed Address media will handle media chores. 

Peet’s coffee was founded in 1966 and part of M@NFA’s remit is make sure more consumers are aware of its pioneering role in the artisan coffee movement. 

The coffee marketer spent approximately $4 million on measured media in 2022, almost all of it earmarked to digital channels, according to agency research firm COMvergence.

“Peet’s created the ‘Big Bang’ of coffee, putting craft coffee on the map in the U.S. back in the 1960’s,” said Jessica Buttimer, VP of Brand at Peet’s. “Since then, we’ve earned a loyal following of diehard coffee fans, largely through uncompromising product standards and word of mouth. 

“If Peet’s role in the coffee revolution is new news or comes as a surprise to you, then we’ve answered why we’re partnering with a creative powerhouse like Mischief @ No Fixed Address. We’re really different from the mainstream coffee brands out there and we want future generations of coffee lovers to know and love Peet’s like we do,” Buttimer said. 

Nimisha Jain, EVP, Strategy at Mischief said the brand’s cult-like following “has viewed Peet’s as coffee’s best-kept secret. Well, it’s time to blow the lid off this secret and we’re going to have a lot of fun finding a very unignorable way to do that.” 

First work from the agencies is due out soon.  

Peet’s coffee has more than 380 locations in the U.S, China, and the Middle East and can be found in more than 14,000 grocery stores across America.  

The win follows the agency’s big week at Cannes in June where it earned seven Cannes Lions. Earlier this month, Mischief was crowned the number one Most Effective Independent Agency in the US at the Effie Awards, while earning seven awards for effectiveness across various clients.