Regarding their client, Community Coffee, TM Advertising asks the fundamental question: “How do you help a scrappy, 95-year-old company take on Starbucks and Folgers?” But they’re not just any old company. Community Coffee is a coffee that’s been crafted with passion and pride by coffee lovers, for coffee lovers, since 1919. TM Advertising took this heritage-based approach when rebranding this family-owned southeastern coffee company. TM decided that the most powerful thing they could say about Community was its rich history, strong values, and their true love for the coffee making process. As the largest family-owned coffee company in the US for almost a century now, Community Coffee is strongly influenced by their heritage. The company relies …show more content…
Community Coffee’s website states, “Great coffee is not the product of a formula, program, or machine. It’s the product of real people,” (Quality). And their statement is true: the Community Coffee team searches the world for the top 10% of coffee beans, called old stock Arabica. The location to grow such specialty beans must be ideal: high altitudes, tropical climates, and volcanic-rich soil. Coffee Arabica is indigenous to the mountains of the southwestern highlands of Ethiopia (Encyclopædia Britannica). All these factors help grow the perfect bean to produce the rich, bold taste that Community Coffee stands by. Many of these coffee farms that grow the beans are family-run as well, and stand side by side with the values of the Community Coffee family. The relationships that Community Coffee has with their farmers are evident in the way that they run their business: in a process called “cupping”, representatives from Community Coffee will taste the blend with these families right alongside the crops, before the beans enter the plane, and before they enter the plane, once they land in the US, before they begin roasting, and right before they are branded with Community Coffee’s logo (Quality). This way, they can determine whether the beans are perfectly suited for that batch of blends. It’s Community Coffee’s “commitment to quality”. Once the beans are bought from the farmers, they’re not forgotten. Through every step of the process, the coffee is “constantly watched, smelled, and tasted by someone with four generations of experience” of making honest coffee. These experts can detect the minutest of differences in blends, and can pick out even the smallest of imperfections. In this way, Community Coffee’s special blends never falter or change taste, because they have a whole family of experts watching over