The document summarizes Coffee Culture's spring marketing campaign for new menu items made in partnership with Reese's. The campaign launch date was May 16 to August 28, 2016. New products included a Chococcino blended drink and banana nut muffin made with Reese's Peanut Butter Cups. In-store and external marketing initiatives are detailed. Sales results showed the Reese's products significantly outsold other items. The campaign generated over 800,000 impressions through influencers and social media ads.
This is a product extension for Dogfish Head. The intentions are to expand the millennial market specifically within the hispanic and female categories. The presentation was delivered at Rutgers Business School.
Social Media Marketing for the Wine Industry - Silicon Valley Business JournalEarthsite
The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!
BeverageTradeNetwork.com Interviews Jon Reynolds who has 32 plus years of beer sales experience and talks about how craft breweries need to market and covers craft beer distribution strategy and craft beer marketing plan. BTN covers the challenges that craft breweries face in distribution today.
This is a product extension for Dogfish Head. The intentions are to expand the millennial market specifically within the hispanic and female categories. The presentation was delivered at Rutgers Business School.
Social Media Marketing for the Wine Industry - Silicon Valley Business JournalEarthsite
The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!
BeverageTradeNetwork.com Interviews Jon Reynolds who has 32 plus years of beer sales experience and talks about how craft breweries need to market and covers craft beer distribution strategy and craft beer marketing plan. BTN covers the challenges that craft breweries face in distribution today.
2017 Oregon Wine Symposium | Social Plus: Bringing your Brand to Life in the ...Oregon Wine Board
Jeremy Schubert from Lunabean Media will help attendees discover their brand story and how to effectively own the personality and tone of their digital content, assessing websites, Facebook, listing sites, and travel and review sites. Learn how to monitor your brand using free and low-cost tools and manage your digital communications. Attendees will be guided in a digital brand assessment to help identify opportunities to boost their digital presence. Learn Discover best practices for managing customer reviews and walk away with an actionable guide to help monitor and boost your digital presence.
Business case that proposes a strategy for a U.S. based Wine manufacturer to enter in the Craft Beer Industry. The presentation also includes the highlight of US Alcoholic Beverage Industry and Customer appeal in the Beer Market.
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
Kraft spent $540 million on domestic ads last year, and Heinz spent more than $40 million. The combined figure is expected to drop—and be spread among fewer agencies—as the conglomerate strives for greater efficiency.
Tools & Strategies for Pitching Oregon Wine Month to Your DistributorOregon Wine Board
Did you know that over 75 distributors in 35 states participated in Oregon Wine Month in 2018, doubling the exposure from 2017? The Oregon Wine Board marketing team is determined to keep that momentum going and to make this year’s campaign the biggest yet. The first step in our game plan is providing you with the tools you need as early as possible so you can recruit your distributors to get them on board in markets that are priorities for you.
Distributor participation is a key component in your brand’s success during Oregon Wine Month. On November, 15 Christina DeArment of the Oregon Wine Board hosted the webinar: Tools and Strategies for Pitching Oregon Wine Month to Your Distributors. Topics included:
– Introduction to the Oregon Wine Month Distributor Package – a collection of materials, incentives and selling pieces offered by the OWB
– Best practices for engaging and motivating your distributors
– Ideas and case studies from past Oregon Wine Months
2017 Oregon Wine Symposium | Social Plus: Bringing your Brand to Life in the ...Oregon Wine Board
Jeremy Schubert from Lunabean Media will help attendees discover their brand story and how to effectively own the personality and tone of their digital content, assessing websites, Facebook, listing sites, and travel and review sites. Learn how to monitor your brand using free and low-cost tools and manage your digital communications. Attendees will be guided in a digital brand assessment to help identify opportunities to boost their digital presence. Learn Discover best practices for managing customer reviews and walk away with an actionable guide to help monitor and boost your digital presence.
Business case that proposes a strategy for a U.S. based Wine manufacturer to enter in the Craft Beer Industry. The presentation also includes the highlight of US Alcoholic Beverage Industry and Customer appeal in the Beer Market.
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
Kraft spent $540 million on domestic ads last year, and Heinz spent more than $40 million. The combined figure is expected to drop—and be spread among fewer agencies—as the conglomerate strives for greater efficiency.
Tools & Strategies for Pitching Oregon Wine Month to Your DistributorOregon Wine Board
Did you know that over 75 distributors in 35 states participated in Oregon Wine Month in 2018, doubling the exposure from 2017? The Oregon Wine Board marketing team is determined to keep that momentum going and to make this year’s campaign the biggest yet. The first step in our game plan is providing you with the tools you need as early as possible so you can recruit your distributors to get them on board in markets that are priorities for you.
Distributor participation is a key component in your brand’s success during Oregon Wine Month. On November, 15 Christina DeArment of the Oregon Wine Board hosted the webinar: Tools and Strategies for Pitching Oregon Wine Month to Your Distributors. Topics included:
– Introduction to the Oregon Wine Month Distributor Package – a collection of materials, incentives and selling pieces offered by the OWB
– Best practices for engaging and motivating your distributors
– Ideas and case studies from past Oregon Wine Months
3. 3
• The campaign launch date is: May 16, 2016 – August 28, 2016
• Objectives:
• Create awareness of ‘CCinos and Chococcino®’s and drive higher
priced cold beverage sales
• Generate buzz on social media by offering unique items
• Partner with a large brand to generate awareness
Chococcino® made with Reese® Peanut Butter Cups®
Rich chocolate flavour meets divine peanut butter, satisfying mini
Reese’s® pieces and frozen hot chocolate blended for a decadent,
savory and unforgettable cold beverage. Top it off with sweetened
whipped cream, drizzle of mocha (inside and on top) and Reese’s®
pieces for a picture worthy infusion.
Banana Nut Muffin made with Reese® Peanut Butter Cups®
Indulgent Banana Nut Muffin filled with rich enchanting peanut butter
and topped with creamy mini Reese’s® Pieces and cream cheese
icing. Great for breakfast, evenings, and cheat days!
Peanut Butter Cake made with Reece’s Pieces®
Crafted with chunks of Reese® Peanut Butter Cups®, this rich
chocolate peanut butter cake is complemented by layers of fudge cake
and gooey salted caramel. Featuring chocolate layers and covered
with mini Reese’s® pieces, this cake delivery is a delicious treat for
any occasion.
Induldge with Reese®!
4. 4
Chococcino® made with Reese® Peanut Butter Cups®
• Became the #1 Signature Cold Beverage offered at
Coffee Culture from May 16 – July 31.
• This product outsold our second most popular signature
cold beverage by 9%.
• Increased average cheque due to higher priced point item.
• Medium was the most popular flavour.
Sales Results – Cold Beverages
0
1000
2000
3000
4000
5000
6000
Signature Cold Beverages
Reese (medium) Chococcino (medium) Caramel 'CCino (medium)
REESE
CHOCOCCINO
CARAMEL
Top Selling Signature Cold Beverages
May 16 – July 31
5. 5
Banana Nut Muffin made with Reese® Peanut Butter
Cups®
• Became the #2 Muffin at Coffee Culture. The Banana Nut
Muffin made with Reese® was also our #1 selling
“signature” muffin.
• Increased average cheque due to higher price point
• New product that was exclusive to Coffee Culture, as this
product was baked and mixed in-house.
Sales Results – Baked Goods
0
2000
4000
6000
8000
10000
12000
Muffins (Baked Goods)
Cranberry Orange Reese Pistachio
REESE
CRANBERRY
ORANGE
PISTACHIO
Top Selling Signature Muffins
May 16 – July 31
6. 6
In-Store Marketing Materials Include:
• Promo Menu Board: with prominent positioning being displayed right in the middle of
the panels in between the two front cash registers
• Window Clings: displayed on the windows of Coffee Culture locations facing traffic
• Display Case Cling: to feature the baked goods and cake
• The Banana Nut Muffin filled with Reese® Peanut Butter Cups® will be displayed on
the Top level of our Display Case
• Patio Banners: 6 feet x 3 feet large banners to be displayed outside the store attracting
traffic (specific locations)
• Loyalty Card: we will be introducing a call to action campaign, where a guest can
receive a Free Drink after 5 purchases between May 16-June 16
• The loyalty card is cut in the shape of the Reese® cold beverage cup
• Please review slide number 5 for full details
Marketing Strategy (in-store)
Picture is just for promotional use. The ‘CCino made with Reese ® is drizzled with mocha inside and on top.
8. 8
- Create a loyalty card for ‘CCinos
- How it Works:
- 1) Purchase 5 ‘CCinos or Chococcino’s and get 1 Medium ‘CCino or
Chococcino for Free
- 2) Duration: May 16, 2016 – June 16, 2016
- Guest can redeem their loyalty card until July 16, 2016
- How It works:
- Once a guest purchases a ‘Ccino or Chococcino (any size & any flavour) they
automatically receive the loyalty card and 1 sticker. The associate should say
“Here is a loyalty card for our new ‘Ccinos and Chococcinos. Once you buy 5
you get 1 FREE so make sure you keep it with you!”
- The guest can receive any medium ‘CCino for free when they redeem their
card which needs to have 5 stickers
- Not valid with any other promotion or offer
- Please create a separate button on your POS system and punch in the
discount
- Velocities will be collected on Rismans portal
- Stores to receive:
- 500 loyalty cards
- 1,500 stickers approx.
- Stores can re-order cards and stickers from the online toolkit
‘CCino Loyalty Card (in-store)
FRONT BACK
9. 9
We will be working with Food Bloggers and Influencers such as
Taste Toronto (150,000 followers on Instagram) to promote the new
products
• Our estimated reach from the bloggers and influencers is
835,000
We will also be conducting paid social media ads on Facebook, Twitter
and Instagram promoting the new products
• Our estimated # of impressions is 900,000
Marketing Strategy
10. 10
External Initiatives:
• Influencers & Bloggers: We will be working with Food Bloggers and Influencers such as Taste Toronto (150,000 followers on Instagram) to promote the
new products
• Our estimated reach from the bloggers and influencers is 835,000
• Paid Social: We will also be conducting paid social media ads on Facebook, Twitter and Instagram promoting the new products
• Our estimated # of impressions is 900,000
• I Love Reese Day campaign is separate (review other document)
• Direct Mail: Specific locations were targeted for this initiative. We strategically dropped over 150,000 flyers within a 3KM radius of specific stores, with the
Reese feature on the front page as well as a coupon to Buy 1 Get 1 Free.
• PR
• Coffee Culture was mentioned in the following:
National The Todd Shapiro Show / SiriusXM Channel 168
Toronto Indie88
Durham KX96 New Country
Durham The Rock 94.9FM
Durham CKDO Classic Hits 107.7FM
The Nation’s Restaurant News http://finance.nrn.com/nrn/news/read/32190511/
London London Free Press http://www.lfpress.com/ur/story/1143811
Chatham Chatham Daily News http://www.chathamdailynews.ca/ur/story/1143857
Brantford Brantford Expositor http://www.brantfordexpositor.ca/ur/story/1144805
St. Catharine’s St. Catharine Standard http://www.stcatharinesstandard.ca/ur/story/1144806
Marketing Strategy (external)
12. 12
As summer quickly approaches, operators are re-examining their beverage menus for innovation
opportunities with seasonal limited-time offers. Restaurants are rolling out heat-busting iced and frozen
drinks. We are seeing everything from creamy, candy-flavoured shakes to iced teas to healthy frosty
frappes. Here are a few noteworthy beverage LTOs recently added to menus:
• Coffee Culture Cafe & Eatery rolled out a menu of Reese’s candy items, including the Chococcino blended
drink made with Reese’s Peanut Butter Cups and frozen hot chocolate, topped with whipped cream, a
mocha drizzle and more pieces of Reese’s Peanut Butter Cups. This indulgent drink is appealing as a cool
summer drink as well as a sweet after-meal treat.
• Timothy’s World Coffee introduced refreshing fruit-flavoured teas and Italian sodas. New drink
varieties are Peach Mojito Tea Fusion, Mango Passion Fruit Tea Fusion, Coconut Lime Italian Soda and
Yuzo Lemon Mojito Italian soda. All of the iced beverages are available throughout summer.
• Coffee Depot also introduced cold tea drinks. The new iced yerba mate teas are available in Blue
Lagoon and Amaretto Sour flavours. Not only are these options light and refreshing, but they also
have a better-for-you appeal due to the health attributes of yerba mate.
• Presse Cafe also debuted a healthful summer beverage, the Red Frappe. The bright red blended
beverage is made with raspberries, beets, apples, bananas, cranberries and orange juice. As swimsuit
season approaches, colourful frozen drinks made with fruits and superfoods are particularly
appealing to diners.
Beyond price-focused drink promotions, summer is a chance for operators to emphasize cold, creative
concoctions that help beat the heat. This summer season, we will see restaurants innovate with fruity
iced teas, mocktails, over-the-top shakes and specialty sodas.
SIPPING ON SWEET SUMMER BEVERAGES
By Patrick Noone, Senior Vice President
Coffee
Culture
was
recognized
on
the
first
page
as
the
top
brand
under
the
article
for
“sipping
on
sweet
summer
beverages”.
Foodservice Digest
13. 13
F e a t u r e d
u n d e r
“ M e n u
Development”
for
partnership
with
Reese
and
the
introduction
of
some
very
unique
products.
Foodservice Digest
St. Louis Bar and Grill introduced a
new menu. New starters include
Riblets, Deep South Chicken
Flatbread, 7th Heaven Layer Dip,
Honey Butter Wedges and Ballpark
Dippers. New poutines include steak
and pulled pork. Three new tacos are
Thai Turkey, Margarita Chicken and
Black Bean varieties, and new
quesadillas are cheese steak and
grilled chicken. Other new main
dishes include the Ramen Sesame
Salad, Philly Cheese Steak Sandwich,
Southern Fried Chicken and Thai
Chicken Lettuce Wraps.
Sushi Shop launched Sushi Tacos. The
tacos, available with salmon or tuna,
feature a crispy wonton shell filled
with avocado, lettuce, coriander,
ponzu sauce, roasted garlic, green
onion, Japanese mayonnaise,
jalapeno slices and sesame. To
promote its new feature, the chain is
offering fans a chance to win a $50
restaurant gift card when they like,
share and tag a friend on the social
media post.
Taco Bell Canada debuted the
limited-time Quesalupa. The menu
item combines the chain’s chalupa
and quesadilla, featuring a fried shell
filled with melted pepper jack cheese
and topped with seasoned beef,
reduced-fat sour cream, shredded
lettuce, cheddar cheese and diced
tomatoes. To promote its new menu
item, the chain rolled out a series of
videos, photos and social media posts
featuring Taco Bell fans and the
Quesalupa.
Menu
Development
Arby’s Canada introduced limited-
time desserts. Items include the
Orange Cream Shake, Triple
Chocolate Cookie and Salted Caramel
& Chocolate Cookie.
Coffee Culture Cafe & Eatery
launched several Reese’s menu
items. Limited-time options include
the Chococcino frozen drink; a
banana nut muffin made with
Reese’s Peanut Butter Cups, filled
with peanut butter and topped with
pieces of Reese’s Peanut Butter Cups
and cream cheese icing; and
chocolate peanut butter cake, made
with Reese’s Pieces, layers of fudge
cake and salted caramel, all topped
with Reese’s Pieces.
Earls Kitchen + Bar is now serving
100% certified humane beef. The
chain became the first in North
America to exclusively serve beef
raised without the use of antibiotics,
steroids or added hormones. Earls
originally planned to source its beef
from a supplier in the U.S. However,
following backlash after the
announcement, the chain announced
that it intends to work with local
ranchers to build a supply of Alberta
beef that meets its new 100%
certified humane criteria.
McDonald’s Canada introduced a
new frozen beverage. The McCafe
Frozen Real Lemonade is made with
real lemons and contains no artificial
colours, flavours or preservatives.
Mr. Greek introduced its first-ever
Yiayia’s Bakery counter at one of its
units. Located within its eatery on
Bathurst Street in Richmond Hill,
Ontario, the Yiayia’s Bakery counter
serves items like spanakopita, Greek
yogurt cheesecake, baklava,
loukoumades and kataifi. The menu
also offers several coffee beverages,
including Greek coffee. Mr. Greek
plans to roll out more Yiayia’s Bakery
counters at other locations in the
future.
Mucho Burrito is bringing back the
Ghost Pepper Burrito. As part of the
chain’s 2016 Mucho Election contest,
customers voted to bring the limited-
time item back to the menu for
another limited-time run beginning
May 16.
Red Lobster Canada debuted new
Seafood Trios. Guests can choose
three items from a menu that
includes Baked Lobster Alfredo,
Creamy Shrimp Pasta, Garlic
Parmesan Chicken Alfredo, Panko-
Crusted Crab Cakes, Lemon Garlic
Butter Shrimp, Parmesan Fried
Shrimp, Chimichurri Shrimp,
Pineapple Teriyaki Chicken and Spicy
Tennessee Bourbon Shrimp.
14. 14
Market ing
feat ure
under
“notewor thy ”
for
unique
#ILoveReeseDay
campaign
encouraging
social
interactions.
Foodservice Digest
salad varieties. Guests can add grilled
or crispy seasoned chicken strips to
either salad. Tim Hortons also added
a limited-time Italian Grilled Bagel
Sandwich. It is made with capicola,
Genoa salami, pepperoni, tomato,
red onion, lettuce, processed
mozzarella and sun-dried tomato
sauce on a grilled garlic and cheese
bagel.
Union Burger introduced pulled pork
menu items. Offerings are the Pulled
Pork Burger with a 5-ounce burger
patty, pulled pork, smoked bacon,
jalapenos and whisky barbecue
sauce; the Pulled Pork Sandwich with
pulled pork, smoked bacon,
jalapenos, whiskey barbecue sauce
and onion rings; and the Pulled Pork
Poutine, featuring fries topped with
gravy, cheese curds, pulled pork,
smoked bacon, jalapenos and whisky
barbecue sauce.
Wendy’s Canada introduced a Power
Mediterranean Chicken Salad. The
new salad contains chickpeas,
quinoa, feta cheese, tomatoes and
onions. It is available at participating
locations.
with Coors Light, the pizza chain is
offering its fans the chance to win
one of five trips to the NHL Awards,
which will be held in Las Vegas on
June 22. Each prize package includes
airfare and a two-night hotel stay for
the winner and one guest. To enter,
customers must visit a Boston Pizza
location and purchase a nacho
appetizer and a Coors Light in order
to receive a pin code from the server.
Participants can then log into their
MyBP loyalty account and fill out a
submission form. Entries must be
submitted by June 12.
Church’s Chicken teamed up with a
horse racing club for a contest. The
fried chicken chain is offering its
customers the chance to win part
ownership of a horse at Hastings
Racecourse in Vancouver, British
Columbia. Three participants will win
the contest, and entrants must
submit the form on Church’s
Chicken’s website by July 31.
Coffee Culture Cafe & Eatery held a
social media contest. On May 18,
fans who took a photo of themselves
with one of the chain’s new Reese’s
treats beverages and posted it on
Facebook, Twitter or Instagram using
the hashtags #CoffeeCultureReese
and #ILoveReeseDay automatically
received a $5 e-gift card.
Eggspectation opened a new unit in
Maryland. The 236-seat restaurant,
located in the Metro Centre mixed-
use development in Owings Mills,
features a bar and outdoor patio.
Opa of Greece expanded with two
locations in May. The chain launched
restaurants in Calgary, Alberta, and
Regina, Saskatchewan.
Papa John’s Canada opened its 100th
site. The unit, located in Alberta, was
opened by franchisee Mark Murphy.
Turtle Jack’s Muskoka Grill debuted
a unit in Port Carling, Ontario. The
site opened on May 12.
Noteworthy
Au Vieux Duluth is offering a kids’
meal deal. For a limited time,
children under age 12 can receive a
free chicken strip meal with honey
sauce and fries with the purchase of
a main dish from the menu. The deal
is available every day at participating
restaurants.
Bento Sushi held its annual Sushi
Champion Competition. Now in its
fifth year, the competition is a
company-wide event that encourages
Bento chefs across Canada and the
United States to submit an original
sushi roll recipe. This year’s winner
was chef Haruo Oikawa's Haru Roll
with tuna, tempura shrimp, unagi,
jalapeno peppers, tartar and unagi
sauce. The winning roll will be served
at Bento Sushi locations for a limited
time.
