Pearlfisher London has collaborated with the independent coffee business, CAFEPOD on creating the concept of its first ad campaign. Starring ambitious Londoners going about their daily routines, ‘CRAFT YOUR DAY’ is a dynamic snapshot of the independent CAFEPOD spirit and lifestyle, showing off the brand’s new expression and role in helping people live sharper.
The campaign is CAFEPOD’s first-ever TV commercial, created in partnership with ITV AdVentures which offer smaller brands a platform to advertise. Filmed over two days in a COVID safe location in London, the campaign’s narrative was developed by Pearlfisher and brought to life by a team of independent videographers, echoing the fiercely independent nature of CAFEPOD and bringing the brand’s vision to life on screen.
Following Pearlfisher’s packaging redesign for CAFEPOD earlier this year – repositioning the brand to embody the attitude, vibrancy and adaptability of London life – the advert captures CAFEPOD’s ambition of inspiring a generation of consumers with an appetite for high-quality craft coffee to enhance their lifestyles. The campaign unfolds through three different storylines of young urban people mastering their crafts. From cooking the perfect breakfast to making epic music, the campaign celebrates the role and ritual of coffee in helping us to pause and embrace the moment.
Senior Strategist, Ashleigh Steinhobel at Pearlfisher London, commented on the creative approach, “Having worked so closely with the CAFEPOD team to set the brand on a bold new course, it felt like a natural next step to collaborate once again on bringing their new brand story to life onscreen. Created with the independent spirit that defines CAFEPOD, the ad is living proof that no matter the circumstances, anything can be achieved when bravery, creativity, a healthy dose of hustle and – of course – a steady supply of CAFEPOD, come together.”
Peter Grainger, CEO and Co-Founder of CAFEPOD, said; “The feedback from our loyal fans has been overwhelmingly positive and we’re excited to bring our new range to coffee-loving adults this coffee season. TV has always been a great way to reach large audiences and create an emotional connection, so we’re delighted to work with ITV AdVentures and Pearlfisher for this campaign. It’s been a difficult year for us all, and we wanted to bring positivity and optimism to the screen by celebrating the little moments in your day when coffee can help people go from good to great.”
The campaign will run on ITV from August for seven weeks, reaching an audience of around 20 million.