Understanding the client
As our client, we had to deeply understand who Chock full o’Nuts is today, a bold, no-nonsense New York coffee brand delivering premium taste loved by loyal, everyday drinkers who value quality and simplicity.
"GET NEW YORK ROASTED" CAMPAIGN OVERVIEW
If you can’t laugh at yourself, who can you laugh at?
Well, pretty much everyone else.
Especially if they take themselves a bit too seriously. Kind of like a lot of coffee brands we know.
Let’s have a little fun pointing out how silly things have become in the world of coffee... and maybe the world in general.
Because we’re from New York. Where comedy is king. Here, the jokes are harsh, but the coffee sure is heavenly.
PERSONA
The target audience for Chock full o’Nuts is what we call “the devilish delighter.” They’re coffee lovers with a sharp wit, a low tolerance for coffee snobbery, and a taste for strong, smooth brews. They enjoy a well-timed joke, especially at their own expense, and prefer their humor (and coffee) bold but approachable. Chock full o’Nuts fits their vibe: quality coffee without the fuss or the price tag.
Brand Voice
Chock full o’Nuts speaks with straight-up, smooth confidence. Their voice blends strong appetite appeal with bold personality, rooted in classic New York City wit. They are authentic, direct, and never overdone, just like their coffee. Think self-assured, no-nonsense types who skip the overpriced coffee shop scene and brew a great cup their own way. They don’t play characters, they just keep it real.