Premium specialty coffee roaster La Colombe Coffee Roasters unveiled its latest marketing campaign: For the Love of Real.
The company prides itself on producing ready-to-drink (RTD) lattes with 60% less sugar than the leading flavored coffee drinks, which is what inspired the “real” side of the campaign.
Media from the integrated marketing plan will target the coffee curious nationwide and build product awareness across various platforms, such as video, social, affiliate and influencer marketing, the company notes.
“I am so excited to launch the first national brand campaign this summer,” Kathryn O’Connor, senior vice president of brand, marketing and eComm for La Colombe, said in a statement. “’For the Love of Real’ reflects our brand from many angles — from the heritage of our cafes to the craft of our cold brews. We pride ourselves on leaning into the craft of making coffee and doing everything from sourcing to roast to cold brewing. Having all of our folks featured in the spot and shooting it at hour flagship café illustrates what matters most to us perfectly.”
The campaign’s commercial shows the process of making coffee, “from bean to cup,” while highlighting some of La Colombe’s products. The talent and voice-over for the commercial were done by employees.
The coffee company worked with big, a New York City-based media agency, to accomplish the integrated strategy and cross-channel activation for the campaign. Circus Maximus, an advertising agency, assisted on the creative side of things. An event and experience plan is set to roll out later in August.
The company says For the Love of Real launched during a time of continued successful growth and should continue the successful trajectory of La Colombe’s RTD products.