Ourselves bags advertising account for Pact Coffee brand

pact coffee

Creative studio Ourselves has won the advertising account for disruptive coffee brand Pact Coffee with a brief to raise awareness of the product through a fresh campaign.

Ourselves was awarded the business after a competitive pitch against incumbent Creature and agencies Catch A Fire and Nice and Serious.

Pact Coffee

The agency’s first new work will launch in September using radio and podcasts, outdoor, digital and social media. 

This will be Pact’s first brand awareness campaign as it has previously focused on performance advertising.

Pact Coffee is sold directly to consumers via its website and allows users to create their own “coffee plan” for their ideal roast. 

Founded in 2012, it offers high quality coffee, roasted fresh for each order and delivered directly to customers. The brand has a commitment to giving growers the best deal.

Morwenna Francis, senior brand marketing manager at Pact, said: “We chose to work with Ourselves as they had a proven track record in working with brands with a similar challenge to us – brands whose products offer a solution to a problem that no one actually knows is a problem. 

“They’d somehow manage to take these challenges and turn them into clever and impactful creative. It was a no brainer for us to partner with them.”

Pact positions itself as a campaigning brand with a mission to educate coffee drinkers on the negative impact of “Big Coffee” and to promote coffee which is better for them, the planet and growers.

Steven Bennett-Day, founder of Ourselves, said: “We will help Pact be the coffee brand that promises equality for drinkers and for growers. 

“We’ll show that bad coffee is everybody’s problem and help them deliver more world-class coffee on their customers’ terms.”

Ourselves was founded by Bennett-Day and Aaron Howard as a creative studio designed to complement the needs of clients. It offers ideas rather than processes. 

Bennett-Day is a former executive creative director at HAVAS helia where he oversaw Dove’s global digital creative output. 

He held the position of European Digital Creative Director at FCB and was a partner at the independent digital agency Soup.