Case studies » Peet's Coffee & Tea
Grand Opening Event
Client Engagement
Peet’s Coffee & Tea’s opened a new, state-of-the-art artisan roasting plant in 2007 to accommodate growing demand for its premium coffee. The hitch was that many consumers didn’t understand that while Peet’s was growing capacity dramatically it was not going to change anything about its roasting practices, and remained committed to hand-roasting coffee in small batches, and shipping it within 24 hours.
Double Forte developed the “Growth Without Compromise” campaign to deliver the expansion and the quality messages simultaneously. At the center of the campaign was the “Toast to the Roast” opening day ceremony at the plant, complete with behind-the-scenes access for the media and a public event featuring city officials, as well as Peet’s customers, employees and partners.