See how Grounded Coffee successfully launched their brand
Grounded coffee are committed to environmental sustainability. Planting a tree for every pack of coffee bought is one way they can achieve this. It was essential that they communicate this message to their consumers as a point of difference.
They needed their Buy one, Plant one message to be communicated to consumers on their product and through the media.
Campaign Target Audience
Grounded Coffee needed to communicate their message directly to their consumer. So they could make the right choice on the supermarket shelf.
Their consumers are mainstream 25 to 39 years old. Millennials who make decisions based on their values.
Their simplified marketing plan
We agreed on a simplified marketing plan that would communicate the Grounded commitment to loyal fans as well as reach prospective customers who shared the same values.
Editors drop – Native trees in recycled packaging were send to key journalists across New Zealand, along with the Buy one Plant one media release. The feedback and appreciation from the media was astounding and resulted in a number of media articles as well as a Newstalk ZB interview. George FM Coffee Morning Shout– Grounded ran an on-air promotion over two weeks supported by social media, to communicate the BOPO message to listeners along with the chance to win one of two office Shouts. On Pack Promotion – All packs were rebranded to include the Buy one, Plant one logo so shoppers in store could see the campaign on shelf.
The Buy one Plant One campaign has been very successful and is perfect in aligning with the Grounded Values.
The simplified marketing plan is now being rolled out across other brands within the Scarborough Fair family.
Sales have increased and their product range has extended to include a third blend as well as capsules.