NEW YORK: Chock Full o' Nuts has launched an integrated campaign to raise its profile with young-adult New Yorkers.
The coffee brand, owned by Sara Lee, has hired The Original Media Group to handle the PR portion of a campaign, which will extend into 2005.
Original Media has two people working on PR for the $2 million-$3 million campaign. Ed Dubin, director of marketing for Chock Full o' Nuts, couldn't specify how much of that will go to PR, but said, "We see public relations as a tremendous extension to further the communications plan. PR will ultimately surround all those things we have planned, and start the word of mouth that Chock is back."
The brand has been in existence since the 1930s. Its stores were once as ubiquitous in New York City as Starbucks is now. Chock now has 150 locations in the city and surrounding areas, but has been sold mainly in supermarkets, where it has a 20% market share, Dubin said.
The PR efforts will stress quality and affordability, added Zawadi Morris, media director with the Original Media. "We want to draw in a new, younger, more hip urban audience," she said. PR also is supporting the launch of a new dark roast blend, New York Roast.
Activities will stretch into spring and then resume in the fall and winter. Efforts in 2005 will extend to New England and Washington, DC.