June 2021
Launch the LEON coffee grocery range and raise awareness for its quality and sustainability credentials by highlighting its ‘taste good and does good’ promise.
What did I do?
Activated the launch through a PR campaign, amplified through influencer and media gifting and sustained talkability and visibility through a sampling activation event.
PR campaign
Press release focused on the sustainable credentials of the product was shared with food trade, lifestyle and food media.
A survey was also conducted to support the product launch and create increased talkability focused on the UK’s coffee drinking consumption and habits.
15 pieces of coverage were secured across print & online trade and consumer media titles including The Sun, About Time and The Grocer.
gifting campaign
Micro-influencers in line with brand verticals were outlined alongside key journalists across the lifestyle, food and national news sectors.
Gift boxes including the three product SKUs, an on-brand yellow cafetiere and handwritten personal comps slip were sent in branded boxes. Boxes were sourced from an environmentally conscious supplier and made from 90% recycled cardboard and fully recyclable.
Alongside organic content, this gifting campaign provided an opportunity to accrue product feedback and build relationships.
sampling activation
A fully branded vintage VW camper van played host to the LEON coffee cold brew sampling activation. Parked up in prominent National Rail spaces from the London Bridge to Kings Cross.
3,600 Cold Brew coffee samples and flyers were distributed over three days.
The three-day activation was well received - providing an opportunity to raise awareness of the LEON brand, introduce the product and accrue feedback from potential customers. It also acted as free advertising in high-footfall locations for the duration of the installation.
Plant-based milk provider Rude Health partnered with us to support the activation with their GF oat milk, which also backs the sustainable credentials.
