Is It Too Late for Peet’s to Enter the Specialty Coffee Market?

You’ve seen the headlines: JAB Holding bought Peet’s in 2012, revenues soared to $2 billion, and stores expanded in California and Washington. But despite decades in business, Peet’s barely advertised—until now. With big players like Starbucks and Dunkin’ dominating every billboard and social feed, does launching a holiday ad campaign in 2023 really matter? Or is it too little, too late?

No, it’s not too late. In fact, 2023 marks a clear shift: Peet’s is investing $1 million in marketing this year alone—its biggest push yet—including a seven-part holiday ad series. While modest compared to industry giants, it’s a strategic turning point for the legacy brand.

Peet’s Launches Its First Major Holiday Campaign in Years

In October 2023, shortly after its high-profile acquisition of Specialty coffee brands Intelligentsia and Stumptown, Peet’s Coffee & Tea rolled out a new Christmas-themed ad campaign. Titled the handcrafted holiday, the campaign consists of seven distinct videos set to run on social media, TV, and radio in cities such as Washington and Chicago. The spots vary in style—some highlight barista techniques and freshly brewed coffee, while others focus on roasted coffee beans arranged into animal shapes.

The Christmas Coffee Bean Behind the Ads

One standout visual features holiday-themed coffee beans arranged to resemble animals. These are not just for show: they’re Peet’s specially roasted Christmas coffee blend, a limited-edition offering created each year by evaluating beans from different origins, blending them, and adjusting roast profiles to achieve a festive flavor profile. This seasonal roast tradition is common among specialty coffee brands aiming to capture the holiday spirit through taste.

Why Peet’s Is Advertising Now—After Decades of Silence

“We’ve rarely done any marketing before,” said Peet’s Marketing Director Tyler Ricks. The new campaign aims to celebrate craftsmanship, convey a sense of ease, and communicate the brand’s core ethos. This marks a significant change: Peet’s released its first-ever ad in July 2023—a 30-second spot promoting its summer cold drip coffee and a new drink called The Black Tie. The campaign followed a period of strong growth: since its 2012 acquisition by JAB Holding, the brand has generated $2 billion in additional revenue and expanded its physical footprint in California and Washington State.

Marketing Investment and the 50th Anniversary

In 2023, Peet’s has committed $1 million to advertising—a figure dwarfed by competitors like Starbucks and Dunkin’, but a massive increase for Peet’s. This push also coincides with the brand’s 50th anniversary, founded in Berkeley, California. The milestone offers a natural marketing moment, and Peet’s is seizing it with both the holiday campaign and renewed visibility.

Frequently Asked Questions

What is Peet’s new holiday coffee campaign called?

Peet’s 2023 Christmas campaign is titled the handcrafted holiday. It includes seven unique advertisements that showcase barista skills, brewed coffee, and holiday-themed coffee beans arranged into animal shapes. These spots will appear on social media, TV, and radio in cities like Washington and Chicago.

Are the animal-shaped coffee beans just for decoration?

No. The coffee beans arranged into animal shapes in Peet’s holiday ads are part of the brand’s annual Christmas blend. This is a special roast created by selecting and blending beans from various origins, then adjusting roast levels to achieve a unique holiday flavor profile—a common practice among specialty roasters for seasonal offerings.

How much is Peet’s spending on marketing in 2023?

Peet’s has invested $1 million in marketing during 2023. While small compared to major chains like Starbucks, it’s the brand’s largest marketing expenditure to date and represents a major strategic shift.

When did Peet’s release its first ad in recent years?

Peet’s released its first advertisement in July 2023—a 30-second spot promoting its summer cold drip coffee and a new coffee drink called The Black Tie. This followed significant growth under JAB Holding ownership since 2012.

Why is Peet’s advertising now after so many years?

According to Peet’s Marketing Director Tyler Ricks, the brand previously did very little marketing. The 2023 holiday campaign and summer ad are part of a broader effort to celebrate craftsmanship, convey brand values, and mark the company’s 50th anniversary, founded in Berkeley, California.

What other brands has Peet’s been associated with recently?

In October 2023, Peet’s gained attention for its acquisition of specialty coffee brands Intelligentsia and Stumptown. These moves, along with its holiday campaign, signal a stronger push into the specialty coffee market.

Recommended FrontStreet Coffee Beans for Holiday Brewing

Try FrontStreet Coffee’s Ethiopia Humbera for a bright, juicy holiday espresso with notes of blueberry and bergamot. For a deeper roast, their PWN Golden Mandheling brings heavy body, cinnamon, and dark chocolate—great for festive lattes. Both beans showcase the kind of origin-focused, craft roasting that Peet’s is highlighting this season. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.