• by Fern Siegel , July 30, 2024

Seattle's Best Coffee believes a great cup of coffee is one way to cope with job stress or parenthood.

And to prove it, a social campaign, the first work from Haymaker, its new creative agency of record, just launched.

The six-spot campaign is running on TikTok, Instagram and Facebook. Spots include "Mom, Mom, Mom," "Braving Emails" and "Suggestion."

“May Smoother Coffee Bring Smoother Days” hope to create a sensory experience, with key sounds and visuals, that illustrate the experience for viewers.

To accompany the campaign, Seattle’s Best Coffee is also partnering with TikTok creators to launch a “sports parents” series.

"The campaign is the beginning of the brand's relaunch, and we are aiming to stand out in the category with a new voice and tone, as well as connect with culture," Laura Hoffman, partner and head of brand management at Haymaker, told Agency Daily. "We are excited to continue to help Seattle's Best Coffee tell their brand story at scale."

The Los Angeles-based agency counts Pluto TV, Pair of Thieves, Pelican and Kings Hawaiian among its client work.

Seattle's Best Coffee was sold to Starbucks in July 2003. In October 2022, Starbucks sold Seattle's Best Coffee to Nestlé.