The “Big Bang Campaign” is a brand campaign that Peet’s coffee is holding every spring. The purpose of this campaign is to tribute to the brand founder, Alfred Peet, also, to promote the brand identity of Peet’s Coffee.

In 2021, the campaign strategy focused on promoting the brand story behind their signature blend - the “Big Bang” coffee bean. So, in 2022, Peet’s Coffee expects a more straight-forward strategy to bring out the new products and enhance awareness of the brand identity.