Norbella | Agency Profile, Contacts, AOR, Client Relationships

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Score 33 - Future Possibility: Cumberland Farms taps creative AOR, launches campaign

Convenience store chain reportedly includes TV, online video, social, point-of-purchase and radio.

There should still be time to secure revenue from this campaign, so sellers should reach out ASAP. Afterwards, look for dollars tied to its 80th anniversary celebration. It released but those ceased production in February, and I expect new anniversary promotions.

Cumberland doesn't have a top spending period since its spend fluctuates year-over-year. It relies primarily on local marketing, so those within its eight-state radius will have the advantage.

Kantar reports spend during Q1-Q3 2018 totaled $1.26m and was placed across broadcast ($61,104), out-of-home ($623,572) and radio ($576,392). This marks a decrease from Q1-Q3 2017, which saw a spend of $1.30m allocated broadcast ($228,149), digital ($42,701), out-of-home ($656,022) and radio ($380,226). Full 2017 spend totaled $1.8m. Spend in 2016 totaled $2.7m.

Adbeat reports Cumberland hasn't spent anything on digital display since September 2017 when $47.7k was allocated to ads placed via Google onto sites like wcvb.com, cbs6albany.com, wxax.com, fox25boston.com and westernmassnews.com. Since spend in this channel has decreased, it's unclear if future plans include spend in this channel.

Cumberland has also been known to use cause marketing.

Agency & martech readers -- reviews tend to follow one another and the vulnerability of this account is bolstered by the recent hires of director of consumer innovation & insights Alexandra Haseotes (May) and senior marketing specialist Bryan Pierce (June). Therefore, reach out for media work. Competition will include Norbella, who currently handles CF's media buying & planning.