New Cumberland Farms Ad Plays Up Iced Coffee Devotion

FRAMINGHAM, Mass. — Cumberland Farms is highlighting the results of a recent survey showing that 87 percent of respondents "liked or loved" the chain's Farmhouse Blend Iced Coffee with a new commercial.

Titled "Tip Drill," the commercial depicts a group of Cumberland Farms customers diving dramatically to save a woman's iced coffee that she dropped, tipping it from one person to the other.

The spot was created by Boston-based agency Full Contact, reported AdWeek.

"We are now a few years into the phenomenon that is Farmhouse Blend Iced Coffee," stated Marty Donohue, partner and co-creative director at Full Contact. "More and more people are falling in love with it every day. We wanted to create a spot that showed that collective devotion in a really interesting way. So how about having complete strangers dive all over a Cumberland Farms parking lot to save a woman's iced coffee from dropping to the ground? Sure, that'll work."

The new ad is not the first time Cumberland Farms has focused on consumer opinions about Farmhouse Blend. In December 2014, the convenience store chain launched an ad campaign that shared the results of a double-blind taste test where half of the participants either preferred the taste of Cumberland Farms coffee over Dunkin' Donuts coffee or had no preference, as CSNews Online previously reported. This taste test showed that even customers of its competition showed a strong appreciation for Cumberland Farms coffee, according to the retailer.

Cumberland Farms currently operates more than 600 convenience stores in 11 states.