Cumberland Farms unveiled a back-to-school campaign that celebrates the convenience store chain’s role “as a cultural staple for New England families across generations,” the retailer said in a press release sent to NACS.
Featuring Massachusetts rapper Sammy Adams and content creator Kevin Cooney, Cumberland Farms said the collaboration “marks Adams’ return to music” and highlights Cumby’s “as a core part of New Englanders’ memories.”
“Cumberland Farms is more than just a convenience store, but an integral part of New England life,” said Whitney Johnson, SVP of marketing at EG America. “For generations, Cumby’s has been woven into memories, from after-school stops to road trip traditions. This campaign celebrates how we’ve grown alongside our customers while staying true to the friendly, familiar experience that makes us a lasting neighborhood staple.”
Running September 3 through October 1, the campaign features a Dad remix of Adams’ hit “Driving Me Crazy,” featuring Cooney, with a music video that will play across Cumberland Farms’ digital menu screens, in-store audio and social media channels, supported by behind-the-scenes content.
The campaign seeks to “capture moments that resonate with both parents who grew up with Cumberland Farms and their kids experiencing it today. “
The campaign also introduces “Parent Perks” through Cumberland Farms’ SmartRewards program, offering exclusive deals for parents. Following the campaign, the retailer said there is an upcoming launch of Cumberland Farms’ proprietary merchandise line and digital storefront.
“Back when my friends and I were working landscaping, bartending and busboy gigs in Nantucket, we survived off Cumberland Farms’ sandwiches,” said Sammy Adams. “As a kid, Cumby’s was our sanctuary, and even now, a work or lunch break to go there is nothing short of elite.”
“Cumberland Farms is the heartbeat of New England,” said Kevin Cooney. “As a Boston-based content creator, partnering with Cumberland Farms was the perfect match of dropping our ‘r's’ and making iconic social media content together like never before. As a fellow Dad, friend and music mogul, I knew Sammy would be the perfect fit for this collaboration.”