Agency
Target Marketing & Communications

Client
Irving Mainway Convenience Stores

Brand
World of Taste Coffee

Budget
Less than $1 million

Media used
Radio
Newspaper
Direct mail
Point-of-purchase

Timing
November to December 2002

Media team
Jacqueline Morrissey, media director, Target Marketing & Communications
Jennifer Gorman, media planner, Target Marketing & Communications

The background

The phrase ‘Any fresher and you’d be sucking on a bean’ is not typically equated with convenience store coffee. Neither is premium quality, exceptional taste, a bold new flavour selection, nor a freshness guarantee.

And in a culture filled with a bewildering array of couture coffee shops, the convenience store is not a typical destination for ritualistic coffee lovers.

But when Irving Mainway – a chain of 350 convenience stores and gasoline service stations in Canada and the United States – launched its new World of Taste premium quality coffee, this would all change.

The message had to reach consumers when and where coffee purchase decisions were being made, and persuade them to try the new World of Taste coffee.

Once consumers tried it, the challenge was to get them coming back for more. The bar was set high. The goal was a 30% sales increase during the campaign period, and a 15% increase in sales post-launch.

Working within a limited budget, the campaign had to reach consumers in 12 major markets in Atlantic Canada and New England who frequently purchase coffee outside of the home in the mornings: a target that research showed consisted mostly of motorists, and skewed male.

The plan

Using a recency strategy, the fully integrated multi-media campaign aimed to strike consumers at the time when two-thirds of daily coffee purchase decisions are made: in the morning.

Delivering the ‘fresh or its free’ guarantee to wherever consumers were in the mornings – running out the door, driving to work, or in the office – the campaign persuaded consumers to try the new World of Taste coffee again and again.

The innovative media mix combined a radio spot buy with on-air promotions, newspaper, direct mail, and point-of-purchase.

Radio

Radio provided the frequency for the campaign, allowing the message to reach consumers at home in the mornings and in their cars on the way to work.

Against traditional ROS rotation, the radio spots only ran on weekdays between 6 a.m. and 10 a.m., with a reach goal of 40%, but an average weekly frequency of eight to10 times per market.

The mix of 30- and 60-second spots featured caffeine-addicted personalities like the fast-talking Anna Pungalunga, who hangs out at her local Mainway all day drinking cup after cup of Irving’s new World of Taste coffee. Another spot listed the warning signs for those who loved the new coffee a little too much, and cautioned consumers to ‘Please drink responsibly.’

The campaign also incorporated value-added programs such as contests, sponsorships, and charity tie-ins, boosting the frequency and impact of the radio buy. Contests dangled a ‘coffee and pastries’ prize package for winning offices, and coupons were included in station prize packs to induce trial.

Live-remote broadcasts at local Mainways tied in with local charities such as Coats for Kids and local food banks, and not only put the product into the hands of consumers, but helped raise the community-minded profile of Irving Mainway.

Local Mainways worked with radio stations to supply samples of coffee and muffins in return for on-air endorsements. This program was so successful, it still continues in some markets.

Newspaper

Nothing complements the morning newspaper like a fresh cup of coffee. And nothing says ‘try me’ like ‘free.’

Coupons offering a free cup of coffee came delivered in the form of a 3′ x 3′ colour Post-It Note affixed to the front pages of morning newspapers, lending support to the high-frequency radio.

Convincing some newspapers to carry the intrusive little square was a challenge, but one that proved worthwhile.

Direct mail

Direct mail further integrated the morning media mix.

About 1,000 homeowners living in the area surrounding each participating Irving Mainway woke up to a surprise. As they left their homes, they found custom-designed plastic bags – which doubled as car litterbags – hanging from their doorknobs. Each contained a coupon for a free World of Taste 12-oz. cup.

This program challenged traditional methods by asking individual Irving Mainway store managers to execute the direct mail program in each of the targeted areas.

Point-of-purchase

The 350 Mainway locations provided an effective alternative media opportunity, extending the campaign into Irving’s own ‘media real estate.’

After hearing the radio spots, seeing the newspaper ads, and receiving the surprise doorhanger, commuters were greeted by outdoor signs at their local Mainway sporting tags such as ‘Wakey Wakey,’ beckoning them to drop in and pick up a cup of coffee.

Everywhere the customer looked – inside and out – the Mainway locations were filled with pleasing visual cues and witty, rewarding headlines that persuaded customers to try the new World of Taste coffee.

With lines like ‘We don’t make it like we used to…. You’re welcome,’ materials included curb signs, pump toppers, window posters, ceiling danglers, rack inserts, and more.

Custom door clings received plenty of notice, and a few raised eyebrows. The intrusive signs, covered in coffee bean graphics and placed on the exterior doors, featured lines like ‘Enter Grumpy’ on the outside and ‘Exit Less Grumpy’ on the inside.

The results

A home run. The campaign, based on integration, innovation, and a little humour, resulted in an overall 30% increase in coffee sales, with some locations reporting a 50% increase during the launch campaign.

Some Mainways actually ran out of coffee due to the unprecedented through-the-door traffic. Bakery items also received a noticeable boost in sales, thanks to more traffic.

Some customers were even walking up to the counter and spontaneously mimicking the quirky radio ad characters.

Competitors, too, had to acknowledge the effects of the Mainway coffee launch, as some countered by offering to accept the Irving Mainway free coffee coupons.

Even now, months after the initial launch, World of Taste coffee sales have maintained a 15% increase.

The judges rave…

‘A great, straightforward plan. Collectively all media created great buzz and local chatter!’

‘Faced with the big challenge of changing consumers’ perceptions, this plan used the right media mix at the right time to accomplish the task.’

‘An excellent interpretation and execution of the recency strategy.’