WINSTON-SALEM, NC (April 14, 2026) – Sustainability-driven coffee company Counter Culture Coffee has selected The Variable as its media agency of record. The agency will lead planning, buying, and optimization across channels to drive both direct-to-consumer and retail growth. The partnership additionally allots a robust UGC creator program and ongoing measurement to perpetually advance performance and scale impact at a national level.
Counter Culture Coffee’s Karen Laker, Vice President of Brand, sought out The Variable after learning about the agency’s specialty in catering to up-and-coming brands and proven track record of effective media strategies.
“We were drawn to The Variable’s focus on growth-stage brands and their deep experience building integrated media systems. They delivered a detailed and strategic proposal, with a clear point of view on leveraging Counter Culture’s existing wholesale and retail community to drive scalable, community-led growth,” announced Karen Laker, Vice President of Brand at Counter Culture Coffee. “The shared North Carolina roots also created a strong cultural alignment, along with a differentiated UGC approach that will authentically extend the brand’s in-person community into digital channels.”
The new collaboration kicks off this month, with creative work debuting in June.
“Creative has become the primary performance lever in modern media, and it’s exciting to partner with a brand like Counter Culture Coffee that fully embraces that reality,” said Nick Rogers, Vice President of Media at The Variable. “Their commitment to a UGC-driven approach, paired with a structured testing system, allows us to continuously learn and iterate in real time—driving stronger performance while staying true to the brand’s community roots.”
