Community Coffee, America’s #1 family-owned retail coffee brand, has unveiled its latest campaign, “Generations,” to honor its 105-year history and deep-rooted mission of fostering connections over coffee. The Baton Rouge, Louisiana-based company aims to emphasize its founding values of community and togetherness through this campaign, which will reach audiences via TV, streaming video, digital platforms, social media, and audio channels.
Donna Saurage, a third-generation owner of Community Coffee, expressed her personal connection to the campaign. “This campaign resonates deeply with me because it highlights the rich history and connection we share as a community over a simple cup of coffee. Every sip is not just about the beverage but about the relationships and values that bind us together,” she said.
Honoring 105 Years of Tradition
The campaign’s flagship commercial opens with a nostalgic image of the F.L. and H.N. Saurage General Merchandise Store, where founder Henry Norman “Cap” Saurage and his brother began blending coffee in 1919. Using Cap’s secret recipe, these blends became the cornerstone of Community Coffee. Over five generations, the Saurage family has remained dedicated to roasting smooth, rich coffee designed to bring people together.
“Our goal with this campaign is to show that Community Coffee is more than just a great cup of coffee,” said CEO Tom Corley. “It’s about the impact we have on our communities—locally in Baton Rouge and far beyond. Our commitment to serving with integrity, consistency, and excellence is what truly sets us apart.”
A Bridge Between Generations
Produced by TMA, a creative agency based in Dallas, the campaign seeks to connect with a new generation of coffee lovers while honoring the legacy of those who came before. According to fourth-generation owner Matt Saurage, the timeless tradition of sharing a cup of coffee remains central to the company’s values.
“Sharing a cup of coffee with an old neighbor or a new friend is as relevant and rewarding today as it was in the past,” Matt explained. “Through conversations over coffee, people share ideas, relationships are built, and communities are inspired.”
The campaign highlights two of the brand’s best-selling coffees:
- Breakfast Blend, a smooth and approachable favorite.
- Mardi Gras King Cake, a year-round flavored coffee celebrating the company’s Louisiana roots.
A Legacy of Giving Back
Community Coffee’s commitment to supporting its communities goes beyond coffee. This legacy is celebrated in the campaign, which references key moments of giving back. In a 1980s classroom scene, the commercial nods to the Community Cash for Schools® program, established in 1988. To date, this initiative has contributed over $8.5 million to students and teachers, allowing schools to redeem proofs of purchase for much-needed funding.
The company’s dedication to community recognition is further illustrated through initiatives such as:
- The Dave Campbell’s Texas Football Community Leader Award, which honors educators and administrators positively impacting student-athletes.
- The H. Norman Saurage III Service Award, a partnership with Dream Teachers to celebrate outstanding Louisiana educators.
Community Coffee also extends its support to military service members, disaster relief efforts, and agricultural innovation. Notably, it is a proud founding member of World Coffee Research, a global nonprofit dedicated to improving coffee sustainability and quality.
Building Community Through Generations
Through the “Generations” campaign, Community Coffee honors its past while looking to the future. The company’s enduring mission to connect people through coffee remains at the heart of its operations, with its products serving as a bridge between generations. Whether it’s a simple morning brew or a celebratory cup of Mardi Gras King Cake coffee, Community Coffee continues to foster relationships, inspire communities, and make a difference—one cup at a time.
As the campaign rolls out, it serves as a reminder of what makes Community Coffee a household name: a steadfast dedication to quality, tradition, and the people it serves.
