Shopper Marketing - August 2016 - 35


The"Extraordinary People" campaign
features a sampling and engagement
tour that visits more than 300
locations, including coffee shops, fire
stations and hospitals throughout
New England.

whether in restaurants and coffee
shops or at home, according to
Melissa Gilreath, brand manager.
The #YouAreExtraordinary tour
features a Fiat customized with a
large New England Coffee mug on
top. Brand ambassadors hand out free
coffee samples, coupons, gift baskets and other branded items, including coffee tumblers,
scoops, coupons, mints and coasters.
Photos captured during the tour are posted to an "Extraordinary People Gallery" on
the brand's website. Consumers are invited to

nominate special individuals and post photos
to the gallery or New England Coffee's Facebook, Instagram or Twitter accounts using
the hashtag #YouAreExtraordinary. That gives
them a chance to win free coffee for a year.
While New England Coffee would not provide details, Gilreath says the "Extraordinary
People" campaign is the largest and most
integrated it has executed to date. The effort encompasses radio, digital and
print advertising, FSI coupons, a
redesigned website and a social
media initiative as well as a coffee table book and short film that
describe the brand's history and
culture. A birthday celebration,
open to the public, will be held
in September near the brand's
headquarters in Malden.
Rice McVaney Communications, Hingham, Massachusetts, helped create the campaign.
In honor of this yearlong celebration, New England Coffee
also introduced a new blend:
Centennial Reserve. It is available in merchandising displays of 48 bags or a split display with the brand's popular Breakfast Blend
(24 Breakfast Blend and 24 Centennial Reserve bags). The displays rolled out recently
and are receiving a strong response from reSM
tailers, Gilreath says.

AUGUST 2016 SHOPPER MARKETING y

35


http://www.newenglandcoffee.com/our-extraordinary-people/ http://www.newenglandcoffee.com/our-extraordinary-people/

Table of Contents for the Digital Edition of Shopper Marketing - August 2016

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
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