Research showed that people who fancy Super Premium coffee (like Starbucks) are also connoisseurs of independent films. So to promote its brand in grocery, Starbucks sponsored a month of independent films on the Bravo cable channel, running them commercial free. An invitation was needed to get loyal Starbucks consumers and the rest of the Super Premium coffee crowd to tune in.

A co-op direct mail program targeting Super Premium coffee households identified through supermarket loyalty card data. I created two mailers that were sent to Super Premium coffee consumers. This dimensional piece was sent to non-Starbucks households and featured a movie program guide, a sample bag of Starbucks coffee, and a coupon to motivate future purchase. Program was supported online with banner ads.

54% increase in coupon redemption over a similar program the year before. Earned an Addy Award for integrated direct mail campaign, and helped our agency, The Guild Group, win the Kraft Service Excellence Award. The highest honor Kraft bestows upon its agencies and suppliers.