Starbucks is pushing its Pumpkin Spice Latte back onto menus with a new television and social media campaign that leans on the familiarity of the seasonal beverage and the name‑recognition of Martha Stewart. The promotion arrived just after the drink reappeared in stores on Aug. 25, and the brand hopes the mix of celebrity endorsement and fan‑made clips will keep the autumn staple in the public eye.
Starbucks rolls out a fresh ad push for the fall favorite
According to a press release, the coffee chain launched a social‑first drive that runs across Instagram, TikTok, Facebook and YouTube Shorts.
The centerpiece is a 30‑second TV spot that blends user‑generated content with the new ad, highlighting how fans have gotten creative with the beverage. In the commercial, Stewart says, “Oh, Pumpkin Spice Latte? The drink that makes us all a little more basic,” before shrugging and noting the scent reminds her of “my house in the fall.” She then meets Belmont Cameli, a breakout star from the Amazon Prime series Off Campus, and wonders whether she should know him after he comments on her order.
The video has already racked up more than 10 million views on Starbucks’ Instagram page. The campaign’s creative agency, Anomaly, also rolled out ancillary clips, including one where Cameli repeatedly winks at the camera, which have generated strong engagement. By pairing a well‑known lifestyle figure with a younger television personality, Starbucks appears to be courting both long‑time fans and newer audiences who follow pop‑culture trends.
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7.9 % comparable‑sales growth in the United States and worldwide for the quarter ended June 28 was reported, prompting the company to raise its full‑year guidance. The same filing notes that the loyalty program now counts 35.8 million active 90‑day members in the U.S., a metric the chain cites as a driver of recent momentum.
It’s a bit odd, but the “basic” label that memes often attach to the latte actually gives the brand a talking point. By owning the description, the campaign can turn a potential criticism into a badge of seasonal belonging.
Fans shared the clip instantly.
Celebrity tie‑ins and fan clips fuel buzz
Stewart, described in the release as “the queen of fall and keeping it real,” serves as the message’s mouthpiece, emphasizing that “basic” isn’t necessarily negative. Her line about the latte’s aroma evokes a nostalgic feeling that many consumers associate with autumn, a season when the drink traditionally spikes in demand.
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Cameli’s cameo adds a pop‑culture hook. The actor, known for his role as a hunky hockey player on Off Campus, notes that Stewart’s choice to order the beverage hot fits her character, while he prefers it iced. The ad’s humor comes from the brief, almost improvised banter, and a later clip shows Cameli winking repeatedly, a gesture that fans have replayed in memes.
The TV spot also weaves in a clip from the animated series Family Guy, showing the brand’s willingness to blend user content with mainstream media references.
Earlier in August, Starbucks revived the Unicorn Frappuccino, a brightly colored drink that generated the company’s most successful sales weekend to date. That success appears to have encouraged the chain to double down on limited‑time offers, using them as catalysts for both foot traffic and social chatter.
Overall, the new push signals that Starbucks continues to treat the seasonal latte as more than a menu item; it’s a cultural marker that signals the start of cooler weather for many customers. By blending a trusted household name with a younger actor and fan‑made videos, the brand hopes to sustain the drink’s relevance throughout the fall season.