We re-launched a sustainable coffee range for one of Britain's most beloved charities.

Understanding The Challenge

To affect as much change as possible, the Eden Project has begun commercial projects with expert partners to launch sustainably focused sector changing products to the masses. One of those projects is fully compostable coffee pods. Our primary aim was to preserve the messaging of the Eden Project Charity whilst driving revenue growth in the highly competitive UK consumer coffee market. We had to position Eden Project Coffee Pods as a better alternative to sector leaders on price, service and sustainability credentials.

Our Approach

We built a growth strategy centred around digital advertising to seed the product and its key attributes against sector leaders across PPC and social channels. Our content creation and brand strategy work built social proof on Amazon and Shopify storefronts. This allowed us to work with both teams to hone messaging and product offering to compete with sector leading products while communicating the sustainability credentials to build trust and then sales.

Capabilities Deployed

• Creative
• Advertising
• Development
• Brand Strategy
• PPC
• Social Media
• Email Marketing
• Content Creation

Learnings From Project

This project proved that convincing loyalists of sector leading brands to switch to a comparable quality product with better sustainability credentials created initial doubt in the consumer base. We had to do significant work to convince consumers of the truth and validity behind the message, and educate about the Eden Project more than anticipated to drive early sales.