Haberman, a full-service marketing communications agency with a 25-plus-year history of modern storytelling for media and marketing, has a message for specialty coffee drinkers: put pretentious coffee culture on the shelf and grab a bag of Cameron’s smooth, never bitter coffee.
In collaboration with Cameron’s Coffee, one of the fastest-growing specialty coffee brands in the Midwest, Haberman has created a new multi-faceted marketing campaign designed to capture the essence of the brand: authentic, simple, quality and optimistic. It’s great-tasting coffee without fussiness or fanciness.
The hero of the campaign is “Lily,” a Cameron’s Coffee lover beset on all sides by fancy foam flourishes, sky-high plumes of whipped cream, and several shots of sugary syrup. Lily knows the truth: the only way to make bitter blends drinkable is to overload them with sweetness. Cameron’s Coffee requires no such doctoring – it’s always smooth, never bitter.
“Cameron’s has attracted a loyal base of specialty coffee drinkers over the years with the simple promise of delivering an always smooth, never bitter alternative to more expensive brands,” said Brian Wachtler, president + partner, Haberman. “We are excited to partner with the Cameron’s Coffee team to tell the Cameron’s story in an authentic, relevant way that connects with consumers and propels Cameron’s continued sales growth.”
With a 40+ year history in the specialty coffee industry, Cameron’s Coffee is available in more than 12,000 retail locations nationwide, including Walmart, Target, Costco, Amazon, Cub, and other fine grocery stores.
The campaign debuted fall 2022 and will run into 2023. Digital platforms for the campaign include YouTube, programmatic video, Amazon video and CTV. It will also be featured on the Cameron’s Coffee website.
