California-based Peet’s Coffee has chosen creative agency Cutwater as its agency of record to help the brand bolster its advertising efforts as it expands into new markets.
The agency will be tasked with developing the company’s brand positioning along with a creative platform that will involve broadcast, radio, digital, and internal elements.
Work is expected to roll out towards the end of this year.
Over the last year, Peet's Coffee has worked with three different agencies for different projects. EVB worked on its Meet Peet's effort while the chain expanded into new markets, Swirl worked on Javiva, and Something Massive helped launch the company's Cold Brew.
Peet’s Coffee said its growth has been primarily fueled through strong investments in store remodels, new coffees, and entrances into new markets. It added 20 stores in Chicago and 15 stores in DC last year.
Tyler Ricks, chief marketing officer of Peet’s Coffee, said: “Peet’s is in the midst of a renaissance. We’ve accelerated our innovation, added more stores, and tripled our growth over the past two years by re-embracing the revolutionary spirit that our founder, Alfred Peet, started nearly 50 years ago. As we continue to win in the premium coffee category, Cutwater is the ideal creative partner to help us further refine and tell our story. Like us, Cutwater’s craft is at the heart of everything they do and this shows in their work.”
Cutwater has worked with brands including Ray-Ban, Jeep, and Google.