• by Fern Siegel , June 19, 2024

The Original Donut Shop Coffee, offering more than 25 flavors, has a new campaign — and a new brand ambassador: Kelsea Ballerini.

The country-pop singer stars in the “Brew Some Ooh!” digital and social push on Instagram, Facebook and TikTok, with creative by Liquid Sunshine.

Ballerini runs from show to show while on tour, a schedule that demands energy. And it’s delivered, in part, by her select coffee brand, Original Donut Shop Coffee. Given the inevitable “ooh!” it produces, the tagline says it all: “Treat Yourself First.”

To further align the brand with Ballerini, the singer has her own distinct blend — a limited-edition medium-roast coffee with a buttery, vanilla flavor. “The Ballerini Blend is my crave-able comfort, my morning must-have and a mug full of vanilla-flavored goodness. It’s my taste of home when I’m on the road, and my absolute favorite way to treat myself,” she said.

Kantar testing says the campaign has delivered a 99 impact score for engagement and a 94 persuasion score for purchase intent.

Becky Opdyke, senior vice president, marketing at Keurig Dr Pepper, told Agency Daily: “Our new “Brew Some Ooh!” campaign exemplifies all of the universal signs and sounds of enjoying one of the 25 flavors. We couldn’t think of a better person to help bring this to life than Kelsea Ballerini. Every coffee lover can relate to the euphoria they get from their first delicious sip.”