Cumberland Farms

Welcome to your faster, fresher, friendlier daily routine.

THE CHALLENGE

The Cumberland Farms brand had grown old, tired, and was fast becoming a last resort destination. They were losing their connection with customers and called on Full Contact to help them get it back.

OUR SOLUTION

We developed a new brand platform and invited everyone to think about Cumberland Farms in a whole new way. It all started with a breakthrough pricing strategy to sell a great cup of coffee for just 99¢. It’s how we created a new ritual for customers, and in turn, transformed the brand from a last resort to a first-choice, daily destination.

THE WORK

We introduced our audience to the new Cumberland Farms – a likeable brand with a loveable cup of coffee.

Let the
cross-sell
begin.

We launched Smart Pay via mobile, in-store, and out of home – the rewards program that racked up $1 Billion in transactions.

When this dropped, Cumbies became a cultural phenomenon overnight.

With a little help, we stole lots of market share from Dunkin’.

RESULTS

+600%

Coffee sales since launch

+40%

Private label sales since launch

1 BIL. +

in Smart Pay transactions

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