Chock Full O’ Nuts
Coffee as straightforward as you are
As a no nonsense busy New Yorker there is no time in your day to put up with people's B.S. Your schedule is constantly jam packed with working 50+ hours a week, raising a family, and maintaining a social life. To keep up with this lifestyle you MUST drink coffee EVERYDAY. It is an essential to getting your day started. You don't need those fancy overpriced lattes from Starbucks all you need is a good simple cup of coffee to get you going!
As a New Yorker you are known as up front and honest; even if you say things in a way some people would find offensive. You are upfront and don't sugarcoat the truth. Your family and friends know that it's coming from a place of honesty even if it stings a little to hear.
To best show CFON customers that we give them their coffee as straightforward as they are, we have put very upfront or blunt phrases or words of advice on street signs. There are six different piece of print and these would all be displayed as out-of-home billboards throughout New York City's most popular spots.
Experiential
For our experiential media we have created actual street signs that would be put up on the corner of pop up Chock Full O' Nuts coffee shops. The coffee shops would be very basic with only the essentials for a cup of coffee. This coffee shop is not about aesthetic but its efficiency.
