Brewing new opportunities.
Opportunity: As Au Bon Pain prepared to unveil its new and improved coffee roasts, the challenge was clear: how could we effectively communicate this exciting development to our guests and encourage them to give the new blends a try?
Strategic Approach: Recognizing that Au Bon Pain had untapped potential in its own-brand spaces—especially coffee sleeves that customers would carry with them—we crafted a multifaceted campaign designed to enhance visibility and engagement around the new coffee offerings.
Messaging Development: We developed compelling messaging that highlighted the unique qualities of the new roasts, transforming coffee sleeves into effective marketing tools that would travel with customers beyond the store.
Integrated Communication Channels: The campaign leveraged a variety of touchpoints:
☕️ Coffee Sleeves: Designed to convey the brand story and promote the new roasts directly to guests.
☕️ Social Media: Launched a cohesive social media campaign using a dedicated hashtag to create buzz and engagement.
☕️ Collateral & Signage: Developed retail signage and promotional materials to reinforce messaging within the stores.
☕️ Employee Engagement: Created branded shirts for retail employees, ensuring they embodied the campaign and promoted the new offerings.
☕️ Engagement Contest: We implemented a simple yet effective contest inviting customers to share their thoughts on the new roasts using our campaign hashtag. This initiative not only incentivized feedback but also fostered a sense of community and interaction with the brand.
Impact: The campaign successfully increased awareness and trial of the new coffee roasts with minimal media spend. The engaging brand messaging on coffee sleeves proved so effective that it established a new precedent for using packaging as a continuous communication medium for Au Bon Pain.
Key Results:
● Increased guest engagement and positive feedback on social media.
● Higher trial rates of new coffee blends among customers.
● Established ongoing use of coffee sleeves as a marketing channel, integrating brand messaging seamlessly into the customer experience.
● Increased guest engagement and positive feedback on social media.
● Higher trial rates of new coffee blends among customers.
● Established ongoing use of coffee sleeves as a marketing channel, integrating brand messaging seamlessly into the customer experience.
Through this campaign, Au Bon Pain not only introduced its new coffee blends but also enhanced its connection with customers, creating a rich narrative around its commitment to quality and community engagement.