Canadian coffee chain Second Cup is celebrating its 35th birthday in October with a new coffee blend, national ad campaign and in-store promotions.

Starting Sept. 30 and running for a month, the campaign includes print ads in national newspapers and a nationwide direct mail drop. (Details on the media plan are still being finalized.) The creative and media buy were handled by CP+B in Toronto.

The ads will mention the company’s anniversary but will focus on environment-focused CSR efforts and highlight the strength of the product, Kimberly Clark, VP marketing, Second Cup, tells MiC.

The Second Cup’s limited-edition birthday coffee, Blend 35, has been created to commemorate the milestone.

‘We wanted to create a blend that was the prototypical Second Cup coffee,’ Patrick Russell, Second Cup’s newly minted coffee expert, explains. ‘Medium-blend is where we cut our teeth and it’s one of our strengths.’

In-store promotions will include daily sampling throughout October from 10 a.m. to 12 p.m. at all 350 Second Cup stores in Canada. A cup of Blend 35 will be 75 cents all day on Sept. 30.