Grounded Responsible coffee
Grounded coffee committed to planting a tree for every pack of coffee bought. This needed to be communicated to consumers both directly and through the media.
Mainstream 25-39 years old, Millennials who make decisions based on their values.
We agreed on a three-pronged approach in order to 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 BOPO logo, so that 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 initiative is now being rolled out across other brands within the Scarborough Fair family. Sales have increased and the range has extended to include a third blend as well as capsules.