• by Fern Siegel , September 18, 2023

Peet’s new campaign makes one fact abundantly clear: It’s not a fad. It’s not birthday-cake flavored coffee. It’s real coffee for real coffee lovers.

“Coffee for Coffee People” centers on the simplicity of coffee — and it launches today, Sept. 18. Spots include "Mango Breeze" and "Birthday Cake."

The brand platform and campaign is created by Mischief @ No Fixed Address, Peet’s new creative agency of record. Mischief’s sister shop, No Fixed Address Media, is its media agency of record.

Jessica Buttimer, vice president, brand marketing at Peet’s, said: "Coffee companies have kind of lost the plot recently in terms of caring about actual coffee. It felt like rich territory for Peet's to show our priority is simply coffee, quality coffee. We’re not pretentious, not phony, just really good at making one thing: coffee for coffee people.”

Peet’s campaign comprises six spots running nationwide and out-of-home, with attention in four key markets: San Francisco, Los Angeles, Boston and Washington D.C. Media channels include Hulu, YouTube, Instagram, TikTok, Pinterest, Spotify and Amazon. 

“Sometimes, the fastest way to show people who you are is by showing them who you are not. The best way to do that, we thought, was to make a little fun of the 'fake' coffee enthusiasts,” said Carl Peterson, creative director at Mischief.

Alfred Peet founded Peet's Coffee in Berkeley, California in 1966. Today, Peet’s coffee has more than 380 locations in the U.S, China and the Middle East and is sold in more than 14,000 grocery stores in the U.S.

Peet's Coffee is verified as 100% responsibly sourced, per Enveritas standards.