The first media campaign of the partnership is set to launch before the end of 2024 | Photo credit: San Francisco Bay Coffee

California-based coffee roaster San Francisco Bay Coffee has appointed digital marketing agency Cutwater as its Creative and Media Agency of Record as it seeks to broaden its reach in the US retail packaged coffee market.  
 

In a press release, Cutwater said it will develop a brand platform for San Francisco Bay Coffee to support and elevate its marketing, communications, creative and production strategies. 

Cutwater will create online video, out-of-home and social media campaigns across the coffee roaster’s full product portfolio, which includes wholebean, ground and plant-based single serve coffee pods. The marketing agency said the partnership presents ‘opportunity for creative fun and social impact’, with the first media campaign set to launch before the end of 2024. 

“We believe that Cutwater’s history of building small, challenger brands – while keeping true to what makes each brand unique – will help elevate the brand and allow us to reach out to more coffee loving consumers,” said Jennifer Greenberg, Director of Marketing, San Francisco Bay Coffee.   

Founded in 1979, ethical-focused San Francisco Bay Coffee currently sells coffee via its own direct-to-consumer e-commerce site, on Amazon, and through a network of US retailers, including Costco, Foodmaxx, Safeway and Walmart.  

San Francisco Bay Coffee buys directly from farmers and roasts over 30m lb (13.6m kg) of coffee each year. The business partnered with sustainability auditor Enveritas in June 2023 to measure progress on environmental, economic and social KPIs across its supply chain. 
 

With offices in San Francisco and New York, Cutwater focuses on building ‘distinctive campaigns for challenger brands’ and ‘reinventing legacy brands’. The agency counts California based coffee chain Peet’s Coffee, beverage giant Coca-Cola and luxury eyewear brand Ray-Ban amongs its previous clients.