Louisiana’s favorite, this beloved regional coffee company wanted to bring its delicious “red bag” to new consumers outside the Gulf states. That required entering new markets and romancing a tough retailer audience. We needed to convince retailers that once their customers tried Community Coffee, they wouldn’t go back to ordinary brews.
Starting with Hy-Vee, the Midwest grocery chain, we offered a promotional toolkit for use by the sales force. The kit featured a portfolio of fully fleshed out, turnkey promotions to drive heavy interest and trial for the first six months, followed by a calendar of events to sustain momentum. Beautifully designed materials and exciting consumer offers were tailored to the Hy-Vee customer base. One year later, Community Coffee has solid shelf presence and is a customer favorite. We are building on the success of the toolkit approach and continue to support Community Coffee as it grows its footprint across the United States.