Helping a Heritage Brand Speak Digital and Go National
For 95 years, Community Coffee has been a beloved coffee brand in Louisiana and much of the South. But with growing local competition and a lack of recognition beyond their surrounding states, they struggled to connect with consumers online and nationwide. They needed our help to reclaim their title as Best Coffee Company in America.
Stirring Up Great Emotions
Research revealed two crucial insights: One, people don’t like switching coffee brands. Two, if people do switch coffee brands, it’s because they have a compelling emotional reason to do so. We recognized that the emotion we needed was already there, and had been for four generations. Community Coffee is owned and operated by the fourth generation of the same family that founded it almost a century ago. Today, it’s guided by the same values, beliefs and commitment to quality that shaped it in 1919. It’s a great American success story. Consumers love great American success stories.
A Family Coffee Story
We told their story across a fully integrated, fully-mobile campaign. It was told online and offline, between different devices, and across every medium available. It was a seamless story that reached all of their audiences where and when they wanted to be reached, ensuring that people remembered Community Coffee's powerful heritage, commitment to quality, strong values, and dedication to family and community.