Counter Culture Coffee Selects The Variable as Media Agency of Record

New partnership aims to drive sustainable growth through community-led digital strategy.

Apr. 14, 2026 at 5:38pm

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A high-end, photorealistic studio still-life photograph featuring a carefully arranged composition of premium coffee beans, a ceramic mug, and a pour-over coffee dripper on a clean, monochromatic background. The objects are lit dramatically with sharp shadows, conceptually representing the thoughtful, sustainable approach of Counter Culture Coffee.Counter Culture Coffee's commitment to sustainable practices and community engagement is reflected in this elegant, minimalist still life.Winston-Salem Today

Sustainability-focused coffee company Counter Culture Coffee has chosen The Variable as its new media agency of record. The Variable will lead planning, buying, and optimization across channels to drive both direct-to-consumer and retail growth, with a focus on leveraging Counter Culture's existing wholesale and retail community to fuel scalable, community-led digital expansion.

Why it matters

As the coffee industry continues to evolve, brands that can effectively connect with their local communities and drive sustainable growth will be well-positioned for long-term success. This partnership highlights Counter Culture's commitment to community engagement and The Variable's expertise in building integrated media strategies for growth-stage brands.

The details

The new collaboration will kick off this month, with creative work debuting in June. The Variable will implement a robust UGC creator program and ongoing measurement to perpetually advance performance and scale impact at a national level. Counter Culture's Vice President of Brand, Karen Laker, cited The Variable's focus on growth-stage brands, deep experience building integrated media systems, and differentiated UGC approach as key factors in selecting the agency.

  • The new partnership between Counter Culture Coffee and The Variable will begin this month, April 2026.
  • Creative work from the new collaboration is set to debut in June 2026.

The players

Counter Culture Coffee

A sustainability-driven coffee company focused on community engagement and scalable growth.

The Variable

A media agency with a specialty in catering to up-and-coming brands and a proven track record of effective media strategies.

Karen Laker

Vice President of Brand at Counter Culture Coffee.

Nick Rogers

Vice President of Media at The Variable.

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What they’re saying

“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.”

— Karen Laker, Vice President of Brand, Counter Culture Coffee

“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. 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.”

— Nick Rogers, Vice President of Media, The Variable

What’s next

The new partnership between Counter Culture Coffee and The Variable will officially begin this month, with creative work from the collaboration set to debut in June 2026.

The takeaway

This partnership highlights the importance of community engagement and sustainable growth strategies in the evolving coffee industry. By leveraging The Variable's expertise in integrated media and community-led digital strategies, Counter Culture Coffee aims to authentically extend its in-person brand presence into the digital space and drive scalable, long-term success.