Beaner's Coffee Has Selected Biggs|gilmore

After a review of Michigan-based advertising agencies, BEANER'S COFFEE has selected Biggs|Gilmore to create the coffee chain's first 30-second television ad.

Bob Fish, BEANER'S co-founder and CEO, notes that while the company has used outdoor and radio advertising in the past, the company's aggressive growth plans and regional expansion have created a need for additional mass-market advertising initiatives that can increase awareness.

"BEANER'S is a beloved brand here in Michigan," said Andy Gould, vice president/creative director for Biggs|Gilmore. "Now it's our job to build on that enthusiasm and to create new legions of BEANER'S fanatics in new markets." BEANER'S was founded in East Lansing in 1995. The first franchised store opened in Okemos, Mich., in 1999; there are now 45 franchises in Michigan, Ohio, Indiana, Alabama, South Carolina and Wisconsin. About the choice of Biggs|Gilmore to create the TV ad, Fish said, "We needed a group who understands the BEANER'S brand and can translate that to television advertising. We selected Biggs|Gilmore based on their past broadcast work, as well as their understanding and insights about working with franchise groups." Founded in 1973, Biggs|Gilmore is a 65-person, $70 million independent, full-service agency that solves problems on behalf of Fortune 1000 clients. Combining strategy, creativity and technology, Biggs|Gilmore delivers measurable results through integrated branding, marketing communications and e-business solutions.

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