New England Coffee started as the small-town, small-batch underdog in the competitive world of coffee brands. With thoughts of expansion, they wanted to make sure their brand was strong enough to compete against established high- and low-end brands like Starbucks and Folgers. CD&M developed a lifestyle strategy based on New England values and the concept of balance in day-to-day life. Shoppers responded to the warmth and simplicity of the revitalized brand, and the rest is history. Today, New England Coffee has millions of customers and is sold in thousands of retail stores in 22 states.
Rotating radio spots about the craft behind the coffee helped introduce the brand to new customers in new markets.