OUR INTEGRATED MARKETING COMMUNICATION CAMPAIGN
Chock full o’Nuts isn’t just coffee — it’s fuel for everyday heroes.
We know not all heroes wear capes. Some carry textbooks, stethoscopes, tool belts, or diaper bags. From teachers and nurses to first responders, parents, and beyond — you keep the world turning. This campaign is our way of saying: We see you. You matter. And yes, you’ve earned that coffee break.
Because powering real-life heroes?
Yeah, that’s what we do best.
WE’RE TAKING IT OLD-SCHOOL AND NEW-SCHOOL
MEET JOE
Firstly, we have revamped the current “mascot” of Chock full o’Nuts. Introducing Joe, a cartoon coffee mug.
Joe’s young, fun, and fresh, and made to grab the attention of Gen Z (who, let’s be honest, haven’t always been easy to reach). At the same time, his classic look taps into the cozy nostalgia our longtime fans know and love, that warm, familiar feeling people kept bringing up when we asked them what coffee means to them.
Joe’s not your average coffee cup. He’s a little sassy yet nostalgic, classic, and totally on brand. Think of him as Chock full o’Nuts’ hype man, brewing strong, pouring hot, and always showing up with a smile.
BRINGING JOE TO LIFE
Joe’s not just a mascot anymore, he’s a no-nonsense, dependable hero who brings boldness, reliability, and energy to every pour.
To make sure Joe truly hit the mark, we ran concept testing with our target audience. Participants shared their age groups, 65% Gen Z and 20% Millennials , and gave us honest, direct feedback.
The verdict? Joe nailed it. He was described as fun, happy, and bold, with 64% saying he fits the brand very well or extremely well.
Joe’s more than just a face, he is Chock full o’Nuts in motion. He stands for the everyday hero, showing up when it matters most and fueling people through their busiest, most demanding moments.