Razorfish Launches New Partnership Model with Peet’s Coffee & Tea

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Agency Becomes Digital AOR and Profit Sharing Partner for E-Commerce Division of Specialty Coffee and Tea Company

Razorfish, one of the world’s fastest growing digital and technology agencies, today announced its role as digital Agency of Record (AOR) and profit sharing partner for the E-Commerce division of Peet’s Coffee & Tea, the premier specialty coffee and tea company in the United States. The partnership model is one that is new to the agency and launches an innovative approach to committing Razorfish to the growth of Peet’s e-commerce business.

Razorfish will share day-to-day responsibility for driving growth of Peet’s e-commerce business, from collaborating on strategy-setting and road mapping to planning and executing media strategy and spend. This breadth of partnership will allow both companies to innovate, test and acquire insights in a way that will enable Peet’s to markedly enhance its online presence by holistically leveraging Razorfish’s full suite of end-to-end capabilities.

“We’re excited to work with a well-established digital partner like Razorfish that understands the needs of our growing e-commerce business,” said Jon Weinberg, VP of Strategy & E-Commerce for Peet’s Coffee & Tea. “This new partnership enables us to rapidly enhance Peet’s roast-to-order online experience and introduce new digital features and capabilities that customers want most.”

“Since its inception, Peet’s has been the trusted destination for consumers seeking premium quality coffee and tea products with unparalleled freshness,” said Pete Stein, global CEO of Razorfish. “We’re delighted by the opportunity to help enhance their digital service offerings and further fuel their online expansion.”

Work on the account has already begun and is being managed by Razorfish’s West Region.

About Razorfish
Motivated and inspired by what's next, Razorfish helps its clients navigate the unknown, drive change and transform business. One of the first pioneers of marketing in the digital age, Razorfish has a unique blend of technology, creativity and media at its core. The agency’s world class capabilities in strategic consulting, experience design, brand building, technology platforms, data services, retail/commerce and media services enable transformational work for clients including Delta Air Lines, McDonald’s, Mercedes-Benz USA, Microsoft, Nike China, Unilever and Uniqlo. Razorfish’s team of 3000 experts spans 19 regions, including Australia, Brazil, China, Germany, Hong Kong, India, Japan, Singapore, the United Kingdom and the United States.

Razorfish is part of Publicis Groupe. For more information, visit Razorfish.com, like us on Facebook or follow us on Twitter.

Razorfish. Here for tomorrow.™

About Peet’s Coffee & Tea
Peet’s Coffee & Tea, Inc. is the premier specialty coffee and tea company in the United States. The company was founded in 1966 in Berkeley, Calif. by Alfred Peet. Peet was an early tea authority who later became widely recognized as the grandfather of specialty coffee in the U.S. Today, Peet’s Coffee & Tea offers superior quality coffees and teas in multiple forms, by sourcing the best quality coffee beans and tea leaves in the world, adhering to strict high-quality and taste standards, and controlling product quality through its unique direct store delivery selling and merchandising system. Peet’s is committed to strategically growing its business through many channels while maintaining the extraordinary quality of its coffees and teas.

For more information about Peet's Coffee & Tea, Inc., visit http://www.peets.com

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Isabelle Brenton
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