Research and Discovery

Situation Analysis Key Findings

Before building the campaign, our team conducted a full Situation Analysis to understand Chock full o’Nuts from every angle. We explored the brand’s history, market performance, competitive set, collaborators, SWOT analyses, and the broader cultural and economic landscape influencing the coffee industry.

Through this process, we identified:

Heritage meets modern relevance: Chock full o’Nuts is a legacy New York brand with deep loyalty among Baby Boomers, 61% of current drinkers are over 55, but has limited recognition beyond the Northeast.
Changing coffee culture: Younger consumers prioritize convenience, sustainability, and authenticity. Many begin drinking coffee as early as age 15 and prefer cold brew, ready-to-drink, and single-serve formats.
A growing, competitive market: With the U.S. coffee industry valued at $132.1 billion and rising, Chock full o’Nuts faces pressure from national brands and trendy chains alike.
A sustainability edge: With 83% of U.S. consumers drinking coffee at home, the brand’s recyclable steel cans offer a distinct advantage over competitors still relying on plastic.
A bold, ownable identity: In a market full of similiarty, Chock full o’Nuts stands out with bold flavor and a no-nonsense New York attitude that resonates with authenticity-driven consumers.

Research and Discovery

Situation Analysis Key Findings

Through this process, we identified:

Survey Key Findings

Interview Key Findings

Additional Target Audience Research

Turning INSIGHTS TO ACTION

Research and Discovery

Situation Analysis Key Findings

Through this process, we identified:

Survey Key Findings

Interview Key Findings

Additional Target Audience Research

Turning INSIGHTS TO ACTION

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