Melitta Canada is emphasizing its bean-to-cup offerings and how it’s a better choice for the planet.

The coffee brand’s new campaign commercial shows a young woman in her kitchen making coffee, using certifiably compostable bamboo filters, ethically sourced whole beans, and referencing a roaster which uses solar power.

“I would say this really is the first time where we’ve taken an umbrella message across both our coffee product and our cone filter products with a unified sustainability message, so that’s a really big shift for us,” says Lori Brick, lead marketer for Melitta Canada.

“We’ve been on a sustainability journey for quite a while now… starting when we put solar panels on our roasting facility in Cherry Hill, New Jersey in 2017.”

According to Brick, the spot uses first person, “I choose better, I choose Melitta” verbiage in order to not be perceived as yet another brand inserting itself into a better-for-the-planet conversation.

When it comes to timing of the launch, Brick says the category doesn’t suffer from seasonality (with 82% of consumers consuming coffee at least once a day) and that, fortuitously, National Coffee Day is coming up on October 1. She adds that Melitta typically positions itself as an affordable premium brand and is the market leader in terms of filters.

Making coffee at home, Brick notes, exploded during COVID and consumers have been replicating the coffee shop experience, with coffee brewing and grinding beans becoming an obsession for many.

The campaign, by longstanding partner Milestone Integrated Marketing, is coming to life through connected TV, digital, social, influencer and point of sale. Active Media Services is handling the ad buy.

The 15-second hero videos (two English and two French versions), along with a handful of six-second cutdowns, will launch on connected TV, media buying platform Teads and Meta.

“This is the biggest marketing spend to date we’ve put against a campaign,” Brick says.