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Canada welcomed more than 35,000 Syrian refugees. We partnered with Second Cup to celebrate our “welcoming” Canadian identity.
Canada's top PR Firm, Strategic Objectives, threw a free skating and hot chocolate party for our newest neighbours. The purpose was two-fold: warmly introduce new Canadians to Canadian winter traditions and launch Second Cup's new hot chocolate cookie.
Background
An all-Canadian company, Second Cup Coffee Co. has a longstanding commitment to our country's communities and many of its franchisees are new Canadians. When we were asked to create an original, newsworthy Social PR campaign to launch its new hot chocolate cookie, we found a natural fit in helping to make a difference by hosting a welcoming party to highlight the best of Canada: our open attitude, diversity, winter fun and favourite traditions.
The "Welcome to Canada Skating and Hot Chocolate Party,"was a free event to introduce newcomers to two authentic Canadian traditions: hot chocolate and ice skating. We enlisted the support of Canadian World Champion Figure Skater and two-time Olympic medalist, Elvis Stojko, to help raise greater awareness and media interest in the event. We also worked with CultureLink, a leading Toronto settlement organization. The event provided tremendous fun, genuine support and a high-profile sampling opportunity for the new cookie. It resulted in high-profile coverage and awesome in-store sales success!!
The Challenge
Sharing Cookies and Goodwill
To launch the new cookie and build on Second Cup's strong community presence, we needed an original concept that authentically promoted both and met the following goals:
- Create a Social PR activation to generate positive brand news and promote the Hot Chocolate Cookie from coast-to-coast
- Encourage product trial and sales
The Solution
A Quintessentially-Canadian Party
We injected Second Cup and its new cookie into a national news story. An innovative #TasteItRateIt Facebook Campaign spread the news about the new Hot Chocolate Cookie from coast-to-coast.
The Result
Super Sales
1K+
attendees
24M
impressions
1K
cookies sampled
- Social media buzzed with photos from the heartwarming event and 2.5 million Twitter impressions
- #TasteItRateIt survey generated 2,600 entries; 84% saying the Hot Chocolate Cookie is Canada’s BEST chocolate cookie
- Event reflected Second Cup values, personality and commitment to community and Canada
- Hot Chocolate Cookie sales in the launch period contributed to a 66% spike in sales in the cookie category
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