Hasta La Creative!

Starbucks has reached out to agencies in the hopes that it can grow its grocery business and is also set to begin a review for its media business, Ad Age has learned.

According to people familiar with the request-for-information, Starbucks is seeking a shopper-marketing-oriented agency — one with a heavy digital bent — for Starbucks’ packaged products such as bagged coffee, Via instant coffee, K-Cups, Starbucks Refreshers and its bottled Frappuccino. The search for agencies on this front is significant, suggesting that Starbucks is looking to more aggressively encourage consumers to consider its products in grocery stores, drug stores and club stores — a major portion of Starbucks’ business. The search is being led internally.

The chain has reached out to agencies for a second project, looking more vaguely for creative ideas about the brand, possibly including experiential and digital ideas, though according to executives who were contacted, it was not clear whether the focus was brand work or product work. According to one person, some agencies had the option of participating in one or both potential initiatives.

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