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.