Nestlé Coffee Partners: Starbox

The task

As part of the B2B plan for 2019, the Nestlé Coffee Partners sales team asked us to support in reaching out to We Proudly Serve Starbucks® customers with an activity that would bring to life the 'value add' that they could offer as a category partner, with the target audience being key decision makers across foodservice. The output needed to span the calendar year, provide them with a reason to make contact, and keep recipients informed of solutions, innovations and sustainability efforts to encourage a renewed or continued engagement.

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We wanted to take the brief beyond the ‘everyday’ to deliver something that would be truly stand-out and memorable for these key decision makers. The Starbucks was a high-impact direct mail used to communicate solutions, innovations and sustainability efforts delivered in a creative way.

The solution

We wanted to take the brief beyond the ‘everyday’ to deliver something that would be truly stand-out and memorable. Enter the Starbox — a high-impact direct mail used to communicate the We Proudly Serve Starbucks® solutions, innovations and sustainability efforts delivered in a creative way. Our thinking behind the Starbox was first and foremost to ‘show up’ differently to further communicate with key decision makers and target customers, and remove the ‘cold’ call. The first Starbox was a follow-up from the London Coffee Festival event and included a reusable cup along with all the sustainability solutions and innovation messages in the form of a concertina brochure. The idea then evolved into its second phase: a Starbox ‘passport,’ which coincided with International Coffee Day and took the recipient on a journey through the world of sustainable coffee and its practices, the producers, and of course, the solutions.

“We don’t have to explain any structures or the landscape, Cracked just get on with it at a level of consistency we don’t see anywhere else.”

Clive Brennan, Marketing & Strategy at Nestlé Coffee Partners.

The results

  • High impact and stand-out delivery of key messages to new business/retention targets.
  • New business enquiries.
  • Increased points of presence and placement of premium self-serve units.