facebook

Building up
Socially Responsible
Coffee

Safari Pride Coffee: Case Study Overview

A partnership in the making:
Safari Pride + >Greater Thought

Safari Pride Coffee partnered with >Greater Thought in an effort to increase their overall brand visibility. In the recent term, they had new packaging and a website created but were not seeing the kind of traffic and sales they wanted.

>Greater Thought assisted Safari Pride with development and launch of a brand awareness campaign online, as well as SEO revisions to the website (SEO Hygene) to better align for organic leads. In addition to these tasks, the team asked for several other new initiatives to build off of the primary campaign.

Approach: Flesh out the core of what Safari Pride stands for as a brand. Their mission, the causes that define them, their origin story, and highlighting what makes them unique or different.

Digital Marketing Campaigns (FB, Insta, Pinterest, LI, Google)

  • Campaign 1: Origin Story
  • Campaign 3: Support African Coffee
  • Audience Development
  • Google PPC
  • Campaign 2: Compare the coffee
  • Campaign 4: Coffee Recipes
  • Strategic Audit

Brand Development

  • Wholesale Media Kit: Line cards, Price Sheet, Intro Letter, Company Profile Page
  • Tagline & Positioning Statements
  • Letterhead, Business Cards
  • Thank You Cards
  • Blog Content
  • Copy Writing/Content Dev.
  • Brand Manual
  • Wholesale Program Brochure
  • Brand Introduction Video
  • Brand Introduction PowerPoint
  • Photography
  • Strategy

Product Development – CPG

  • Design Sample Kits for Consumers and Wholesale uses, including photography
  • Brand Merchandise
  • Taster’s Guide for all coffees
  • KCups and Carton

Business to Business – B2B

  • RangeMe Wholesale platform setup and administration
  • Assist with buyer outreach, and responses

Website/POS Support

  • Ongoing website edits and support
  • Analytics
  • New products
  • Shopify Support

Organize the brand’s unique attributes to begin a brand awareness campaign around their origin story and their mission.

Develop Taster’s Guide that compares the taste profiles of each coffee in a visual format.

Audit of the coffee category and other like businesses to identify keywords, phrases and audience definitions.

Create a suite of assets targeting the wholesale, B2B sector of their business, to provide a range of communication tools.

Social Media Strategy

When we start a campaign such as the one for Safari Pride, we want to leverage who they are as much as possible. Educate/Inform, Entertain…giving the reader something, Engage them, and invite them to Buy. Multiple series or Campaigns may be needed to accomplish this. All of this is intended to drive interest, create followers, grow page likes and word-of-mouth, and in the end yield sales conversions.

Showcase Product

Tell Their Story

Engage Viewers

The Origin Story

Taking the information we gathered in our Discovery Phase, along with the wealth of information that was on the Safari Pride website, we began constructing a series for their digital marketing campaign that broke out their story into bite-sized portions. Not only does this create a reason for viewers to come back, but it serves as an educational foundation for the brand on all of the various social media outposts.

Creating Appetite Appeal

One of the unique things about working with a food client, and in particular, a craft food or beverage client is the opportunity to push appetite appeal as a key message. It is essential to think about the product in terms of brand, color, the packaging but also what is inside, and what it becomes once prepared, if it is an ingredient. We have all been conditioned throughout our life to buy impulsively when it appeals to us visually.

REIMAGINE YOUR COFFEE

PREMIUM AFRICAN COFFEE

Expanding the flavor story

The way Safari Pride structured their product offering, their coffees are uniquely aligned around the natural flavors that come through from each Single-origin coffee bean, or the blends they’ve built. We have helped to tell that story to the potential purchaser by expanding the tools the brand had for comparing each coffee.

Unique Flavor Experiences

While much of the coffee that consumers experience,
especially when we talk about major market brands,
comes from the commodity market and is roasted
based on a recipe–That is not the only way to
experience coffee.

One of the things that makes coffee unique is that the beans carry unique flavors based on where they were grown and the minerals the land contained for that region. Consider similar products like wine and chocolate, and how we have learned to experience them using the same understandings. Coffee has a wide range of flavor properties including earthy, acidic, and sweet notes that can be experienced from one variety to the next. It is that notion that Safari Pride Coffee is built around. While we roast each coffee to be perfectly right for that region’s flavors, the idea of single origin taste experiences, is how we have organized our product family.

Additionally, we have developed a taster’s guide to visually help our customers better understand each coffee in comparison. We invite you to challenge what you know about your own coffee tastes and rediscover your love of coffee through this new lens.

Expanding
the Family

EXPERIENCE AFRICA ONE CUP AT A TIME

Built for Business

B2B requires a different approach. Add to the mix, the disruptions that the pandemic brought to the idea of networking and you have a shifting set of plates. Not being able to go to trade shows or conventions pushed many wholesale and retail buyers onto the internet and that is where decisions are now being made. >Greater Thought has helped build a set of materials for the purpose of introducing Safari Pride to prospective resellers.

RangeMe.com
Built as a merchant social platform, RangeMe is designed to provide a hosted meeting space for brands, buyers and suppliers–much like a dating service for businesses to find one another. >Greater Thought has aided Safari Pride in the setup of their profile, product line in the platform, and reaching out to/responding to potential retail partners.

Custom Materials
In addition to online materials, we have also developed a range of different brand assets to help tell the Safari Pride story.

  • Wholesale Sample Kit
  • Brand Introduction Video
  • Brand Introduction Power Point Presentation

Wholesale Sample Kit

  • Branded Box
  • Introduction Letter
  • 7 Mini Bags of Coffee (packaging)
  • Company Bio Sheet
  • Pricing Sheet
  • 14 individual line cards
  • Wholesale Brochure
  • Brand Stickers & Business Cards

B2B requires a different approach. Add to the mix, the disruptions that the pandemic brought to the idea of networking and you have a shifting set of plates. Not being able to go to trade shows or conventions pushed many wholesale and retail buyers onto the internet and that is where decisions are now being made. >Greater Thought has helped build a set of materials for the purpose of introducing Safari Pride to prospective resellers.

First
6mo.

+100k
Impressions
on Social Media

+217
Followers

+608%
Social Activity

+8500
Average Impressions

4500
Website
Impressions

396%
Increase in
Sales

+188%
Online
Store Sessions

+49%
Average
Cart Size

From the
birth place of coffee
with purpose

Responsibly Sourced, Direct Trade Coffee

Menu