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