Business Challenge:
Frank and Honest Gourmet Coffee (FHGC) is a new, high quality, machine coffee available in SuperValu and Centra across Ireland. With excellent distribution the brands challenge was awareness and relevance with the elusive younger coffee drinker.
Partnership selection:
When there is a natural affinity between partner and brand both benefit exponentially. Jennifer Zamparelli is a celebrity synonymous with being very “frank and honest”. She has a loyal young adult following and her show airs at a key consideration and purchase point of the day – from 9am to noon.
Execution:
FHCG has a fun and playful brand personality. Integrating this personality into the show and developing stings that reflected product attributes, elevated this sponsorship beyond a strong media placement to an affinity marketing cornerstone. It has also elevated their sustainability credentials, important to both brand and customer.
Evaluation:
FHGC has introduced itself to a younger cohort through the sponsorship, cultivating a relationship that has translated into awareness and sales.
- Impacting consideration and driving sales amongst listeners of the show
- Improved brand credentials
- Driving trial
