The goal was to help Peet's launch a line of fully plant-based menu items for the Spring season, as well as launch the much anticipated Anniversary Blend coffee. We needed striking creative that supported the overall message of sustainability and plant-based goodness. Using both stylized studio photography and lifestyle images to support the launch across digital and in-store mediums, this unique concept was shot using actual fresh ingredients and pops of vibrant colors to make the line of beverages and food interesting and appetizing. The Spring blossoms were so fresh that we used a heater to make them bloom for the photos.
The launch and entire campaign was a success. Sandwiches sold out as quickly as they arrived at stores and drink sales increased 32% over the time of the campaign. Anniversary Blend coffee remains one of the best selling limited release coffee blends.
