Overview
Since 2012, Cameron’s Specialty Coffee has been offering an environmentally-friendly alternative to the plastic single serve coffee pods that rule the market and the break room. Instead of plastic, these pods are constructed from compostable materials, including a filter.
The Grounds for the Ground campaign celebrates the sustainability of the BetterBrew Eco Coffee Pods and seeks to spread awareness for the coffee and the company’s values. The overall campaign utilizes the company’s preexisting logo and products, and was built using photography as a means to communicate the natural quality of the products.
Print Advertisements
Print advertisements are one of the strategies utilized in the Grounds for the Ground campaign. Each advertisement is meant to evoke a natural, earthy vibe through the use of photography and natural tones, which, overall, helps sell the environmentally-friendly aspect of the coffee pods.
Indoor Advertisements
Interactivity is one of the main focuses in the indoor advertisements. They explore a variety of different mediums to share information about the product. Included is an interactive floor mat that utilizes the concept of an ecological footprint, a single serve dispenser that allows users to try before they buy, and a floor decal that draws customer attention in stores.
Outdoor Advertisements
The outdoor advertisements explore both traditional and guerrilla marketing techniques. A changing bus stop greets the on-the-go coffee drinkers as they wait for the bus, and Grounds Garden filter planters line the street with the website and a hashtag to create a call-to-action. The final outdoor advertisement includes a branded compost box that is placed in different locations that people can take photos with and enter online competitions.
Social Media
Within the overall Grounds for the Ground campaign, there are several mini-campaigns in order to inspire users to interact with the brand and the product through social media.