US: Peet’s Coffee names creative, media agencies - Has awareness of the brand grown in recent years?
American coffee roaster and retailer Peet’s Coffee has appointed Mischief @ No Fixed Address as its creative agency. The latter’s sister media shop, No Fixed Address Media, has been named the craft roastery’s media agency of record.
While Peet’s claims it has a loyal “cult-like” following, the brand is now looking to reach wider audiences. We look at YouGov data to see how aware consumers across three age groups (18-34 years, 35-49 years, 50+ years) are of Peet’s Coffee.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Peet’s Coffee's Awareness score has improved since 2019 across all age groups. Compared to the other two age groups, the brand’s Awareness score has improved the most among 50+ year old Americans.
Peet’s Coffee’s Awareness score - which measures how aware customers are of the brand - grew from 33% in January 2019 to 45% in June 2023 among 50+ year old Americans.
Among 18-34-year-old Americans, the score went from 25% to 34% between January 2019 and June 2023 and among 35-49-year-olds, Peet’s Coffee’s Awareness score improved ten percentage points from 27% to 37% in the observation period.
Going forward, the brand could perhaps focus on engaging younger audiences and boost its brand awareness among the 18 to 34 year old demographic.
Explore our living data - for free
Discover more retail content here
Want to run your own research? Run a survey now
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Peet’s Coffee’s Awareness score is based on the question: Which of the following restaurant chains have you ever heard of? and delivered as a percentage. Scores are based on an average daily sample size of 6903 US adults between January 2019 and June 2023. Figures are based on a 26-week moving average. Learn more about BrandIndex.