Pact Coffee - A Better Way

CREATIVE AGENCY: Ourselves CREATIVE DIRECTOR: Aaron Howard CREATIVES: Steven Bennett-Day, Tushar Menon STRATEGIST: Ned Hodge, Helen Davies AGENCY PRODUCER: Charlotte Jimenez DESIGNER: Chris Harman DIGITAL PRODUCTION: Simon Lewis AUDIO PRODUCTION: Ben Brannan ARTWORK: Sophie Schofield MEDIA AGENCY: Squadron

Pact Coffee, the independent speciality coffee roaster brand, wanted to invite Londoners to think more consciously about where their daily coffee comes and ‘make a Pact to fix the coffee industry’ in its first major ad campaign. The campaign, created by Ourselves, exposes the bitter truth behind the coffee industry – namely that for too long coffee growers globally have been drastically underpaid for the coffee they produce, while consumers have been subject to beans which have been burnt to a crisp to disguise their poor quality.  The outdoor ads urge the public to ‘wake up and smell the unfairness’; and are emblazoned with slogans such as ‘Two sugars won’t hide the bitter truth’; ‘Coffee break? Coffee is broken’; and ‘The coffee industry is out of service’. The campaign, also on local radio in the capital and across social media in September 2021 and April 2022. Outdoor ads will appeared across major OOH sites in London, as well as on public transport.  Paul Turton, Pact Coffee Chief Executive Officer, said: “After nearly ten years of quietly challenging the norms of the coffee industry, enough is enough and now we’re excited to be raising our voices and taking our mission to the streets of London.  This campaign marks a huge step change for Pact Coffee as a leader in the speciality coffee industry and we hope that it will compel consumers, businesses and other coffee brands to sit up, take note and join us in finding a better way to make, enjoy and serve coffee.”