Sammy Adams Partners with Cumberland Farms

Who is Sammy Adams?

Ask a Boomer who Sammy Adams is and they might say a rabble rouser from the American Revolution. Millennials hear the name Sammy Adams and it brings back feelings of nostalgia for the 2010s.

Adams, who launched his rap career right here in Massachusetts, has just inked a deal with one of the biggest convenience store chains, which also launched in New England. Cumberland Farms, which started as a dairy farm in Cumberland, Rhode Island, has joined forces with Sammy Adams.

Hometown Ad Campaign

Along for the ride will be TikTok content creator Kevin Cooney, bringing his special brand of Bostonian humor. Think Dunkin's "Dunkings" campaign stacked with Boston-based celebs. Cumby's is attempting to take that type of a hometown route.

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The centerpiece of the campaign will be "Back to School" and will feature a "Dad remix" of Sammy Adams' hit “Driving Me Crazy.” The video will not only feature Cooney, but will also play across Cumberland Farms’ digital menu screens and get played in-store.

Bridging Generations

For Cumberland Farms, which has been around for 85 years, it's all about hitting each generation of Cumberland Farms customers with both parents who grew up with Cumberland Farms and their kids experiencing it today.

“Back when my friends and I were working landscaping, bartending and busboy gigs in Nantucket, we survived off Cumberland Farms’ sandwiches,” Adams said. “As a kid, Cumby’s was our sanctuary, and even now, a work or lunch break to go there is nothing short of elite."