Cumberland Farms
Turning Awareness into Trial.
CHALLENGE
Cumberland Farms faced the challenge of transforming an “old and tired” convenience store brand (their words, not ours) into a first-choice destination for today’s on-the-go consumer. The goal was to shift perceptions toward a “faster, fresher, friendlier” experience, using new products to build relevance while making limited media dollars work harder. In a highly competitive market, that meant breaking deeply ingrained routines and convincing consumers to rethink where they get their morning coffee, competing with category giants like Dunkin’ and McDonald’s.
STRATEGY
Cumberland Farms introduced a modern brand refresh and a highly competitive 99¢ any-size coffee offer to give consumers a compelling reason to change their routine. Norbella supported the campaign with a full-funnel media strategy built to turn awareness into trial. High-impact channels generated buzz at launch, while TV, OOH, streaming, social, and mobile kept the brand present throughout consumers’ daily routines. A tiered market approach maximized efficiency, balancing broad reach with local relevance.
Results
+500%
Increase in coffee sales.
+300%
Increase in breakfast food sales.
40%
Increase in private label product sales.
1 Million+
New members for the SmartPay Rewards program.