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Developed by Boston advertising agency Full Contact, the campaign builds on the two "surprises" of Cumberland Farms' Farmhouse Blend - that consumers can get a great cup of coffee at a convenience store, and that the coffee is 99 cents for any size, any time.
In the commercial, a couple walking the beach is surprised to find a life-sized sand sculpture of a grand piano, and is further surprised when they realize that it was created by Hasselhoff. After enjoying a cup of Farmhouse Blend iced coffee, Hasselhoff declares it to be "Hofftastic!" The voiceover states, "It's one surprise after another. Farmhouse Blend coffee, 99 cents any size, only at Cumberland Farms."
Cumberland Farms rolled out its signature Farmhouse Blend coffee in 2008. The stores' "coffee bar" lets consumers customize a wide variety of hot and cold coffee drinks.
"We're very proud of our Farmhouse Blend, which offers consumers both the great-tasting coffee they crave and a tremendous value," said Cumberland Farms President Ari Haseotes. "Since New Englanders love iced coffee, we wanted to undertake an ambitious marketing program to generate consumer awareness and trial of a really terrific product during the busy summer season when people are on the go. We're excited to launch such a visible campaign and look forward to hearing the feedback of our customers."
New corporate giving initiative allows convenience store retailer to raise funds for hospitals helping to heal children.
Cumberland Farms launched a Pediatric Care Campaign today, where the convenience store retailer will work with communities to raise much needed funds for hospitals that provide medical care to children.
During this initiative, Cumberland Farms will donate five cents per cup from its coffee and Chill Zone beverage sales to benefit pediatric care programs at five hospitals across New England and upstate New York.
The program will kick off on February 2 with a four-week long fundraiser at Cumberland Farms stores in New Hampshire and Vermont to benefit Children’s Hospital at Dartmouth Hitchcock, best known as CHaD, a family-centered children's hospital. CHaD provides the highest level of care to all children of their region, regardless of a family’s ability to pay.
The Cumberland Farms Pediatric Care Campaign continues in March, when it moves to stores in Maine to raise funds that benefit the programs at Barbara Bush Children’s Hospital in Portland. The campaign resumes in May, when the retailer will raise funds at its stores in Eastern Massachusetts and Rhode Island to benefit Children’s Hospital Boston. In June, Cumberland Farms will have stores across Southwestern Massachusetts and Connecticut raise monies for Connecticut Children’s Medical Center. The campaign concludes in July as stores across upstate New York and Western Massachusetts contribute to the Children’s Hospital at Albany Medical Center. Over the course of the fundraiser, stores will announce the total amount of money raised on a weekly basis. All New England stores will be participating, and a listing of specific stores can be found at cumberlandfarms.com/FindaStore.
“All of us at Cumberland Farms recognize that young people are a precious gift and our future. We have an opportunity to reach thousands of young people in the communities we serve. We hope that our contribution, along with the help of our customers, will make a difference in their lives,” Cumberland Farms Retail President Ari Haseotes said.
Since formalizing its corporate giving program five years ago, Cumberland Farms has donated millions of dollars in cash and products to causes that benefit thousands of young people, through scholarship, direct-to-school programs, hunger relief, and local fundraising.
Gulf Oil LP Launches Gulf Electricity
As an alternative electricity provider, Gulf delivers competitive pricing and convenience
Gulf Oil LP, the nation’s fastest growing branded marketer of petroleum products, today announced its entry into the retail electricity market via the launch of Gulf Electricity.
Beginning in Connecticut in March 2012, Gulf Electricity will offer residents and commercial customers the opportunity to save as much as 10 percent on the energy portion of their power bills by switching from their traditional utility suppliers. Compared to some high-cost third party suppliers, the savings could exceed 10 per cent.
“Our network of locations – over 2,500 branded outlets, including our company operated Cumberland Farms convenience stores - coupled with our expertise in sourcing and distributing energy efficiently, makes this expansion a natural complement to our existing businesses,” said Gulf Oil President Ron Sabia. “Gulf’s brand name has created trust for over 110 years. More than one million customers pass through a facility supplied or branded by Gulf every day.”
“We are especially excited to be able to utilize our branded channels in this offering with our distributors and dealers who will have an additional opportunity to expand their sales and services to their customers,” added Gulf Oil’s Senior Vice President and Chief Marketing Officer Rick Dery. “It is our intention to expand these sales and services beyond Connecticut, on a nationwide basis. Today we market transport fuels and our brand over 27 states.”
There is no fee to switch to Gulf Electricity. Customers will continue to receive their bills from their current utility, which will continue to handle power delivery and repair services. Beginning in March 2012, customers can sign up with Gulf Electricity. The process takes less than five minutes and can be done by visiting www.gulfelectricity.com or by calling Gulf Electricity toll-free at 855- GULF- ELE (855-485-3353). Mail-in forms will be available at all participating Gulf branded stations. Only a recent electric bill is necessary to switch after comparing prices.
Customers interested in learning more about electricity can visit www.gulfelectricity.com. The website includes a Savings Calculator that will help them determine the annual savings they can expect by switching to Gulf.
“There is no change in power quality or reliability. This is all about price, convenience of multiple outlets from a respected and trusted supplier, and price transparency,” said Mr. Sabia. “In the future we plan to offer an expanded slate of products ranging from those that would allow a customer to fix the price of power or cap upside exposure to costs to being able to choose a specific power source such as solar or wind.”
“The energy world is changing rapidly and while petroleum will be a big part of our energy mix for years to come as a company we remain fuel agnostic. We are committed to bringing our customers the least cost energy alternative that is safe, convenient and environmentally responsible and that will include not only petroleum and power, but natural gas in the near future,” added Laura Scott, Senior Vice President of Business Development and Finance.
In Connecticut, Gulf Electricity will be offered in areas serviced by Connecticut Light & Power and United Illuminating.
About Gulf Oil, LP
Gulf Oil Limited Partnership is a national, branded supplier of motor fuels throughout the United States and its territories. The company launched Gulf Electricity in January 2012, which currently provides discounted electricity service to consumers and small businesses in Connecticut. Gulf remains one of the Northeast's largest wholesalers of refined petroleum products and is well on its way up the rankings in the rest of the country, too. Gulf Oil distributes motor fuels through a network of more than 2,500 branded gasoline retail centers, 12 proprietary oil terminals, and more than 130 other supply points. Gulf Oil supplies gasoline, heating oil, diesel fuel, jet fuel and kerosene through its terminal network.
John McMahon enters the role of senior vice president and chief human resources officer at Cumberland Gulf Group of Companies.
The Cumberland Gulf Group of Companies has named John McMahon Senior Vice President and Chief Human Resources Officer. McMahon is an experienced human resources professional with a track record of creating successful programs for talent management and career development. Prior to joining the Cumberland Farms Gulf Oil Group, he served as senior vice president, and chief human resources officer at Arrow Electronics. In addition, he has held the SVP, CHRO role at UMass Memorial Health Care, Fisher Scientific and Lycos. Earlier in his career, he held leadership roles at ITT Corp. and Raytheon Corp.
“Our company has grown tremendously in size, geography, products and services over the past few years, setting the stage for further significant growth,” said Joseph Petrowski, CEO for the Cumberland Gulf Group. “John will work closely with the executive team and be instrumental in formulating and implementing effective strategies and programs that support our business strategies as well as nurture employee engagement.”
“I am very pleased and excited to become a member of the Cumberland Gulf Group leadership team,” McMahon added. “This is an exciting time for the company, as they continue their progress in combining these two iconic brands into one dynamic company. I look forward to developing and implementing a closely linked HR strategy in support of the overall goals and objectives of the company.”
McMahon holds a Master of Science degree in human resource management from Upsala College and a Bachelor of Science degree in criminal justice from Mercy College.