Keurig x Good Kids

The Problem

As the COVID-19 pandemic surged across the country, many people turned to their Keurig machines for their morning cup of coffee. This shift resulted in fewer individuals visiting local cafés, leading to a significant decline in revenue for small businesses that rely on daily patronage. Keurig recognized a unique opportunity to make a positive impact during this challenging time by enhancing their brand presence while supporting the local coffee community.

According to a new study from the National Restaurant Association, nearly 17% of U.S. restaurants closed either permanently or long-term amid the coronavirus pandemic. With more people bringing the café experience home, Keurig aimed to show that their machines could not only deliver great coffee but also support local roasters in the process..

The Solution

Good Kids developed a multifaceted campaign titled "The Keurig Love Blend", designed to address both the decline in local café visits and the increased use of home coffee machines. Our approach included:

Collaborative Product Development:

• Partnered with five local roasters from across America to co-create three unique, limited-edition roasts.

• Each roast was meticulously crafted to highlight the distinct flavors of the partnering roasters, ensuring a diverse and high-quality product offering.

Creative Direction & Videography:

• Produced captivating videos showcasing the collaboration process, the story behind each roast, and the impact of supporting local businesses.

• Emphasized the connection between home brewing and supporting the local coffee ecosystem.

Digital Content & Commercial Advertising:

• Leveraged social media platforms to promote The Keurig Love Blend, using targeted ads and engaging content to reach a broad audience.

• Implemented influencer partnerships to amplify the campaign's reach and authenticity.

Post Production:

• Ensured all visual and audio elements were polished and aligned with Keurig's brand aesthetics.

• Delivered seamless and impactful content ready for distribution across multiple channels.

The Result

The "The Keurig Love Blend" campaign achieved remarkable success, delivering significant benefits for Keurig and the local roasters involved. Key outcomes included:

Enhanced Brand Engagement:

• 50% increase in social media interactions, including likes, shares, and comments.

• 20% boost in brand mentions and follower counts across major social platforms.

Sales Growth:

• 15% increase in sales of the limited-edition roasts during the campaign period.

• Strong sell-through rates, with products consistently outperforming expectations.

Community Impact:

• Direct support for five local roasters, helping to sustain their businesses during a critical period.

• Thousands of consumers participated in the campaign, fostering a sense of community and shared purpose.

User-Generated Content:

• Encouraged consumers to share their own Keurig experiences using the campaign hashtag, resulting in a vibrant and engaged online community.

🥂 Cheers to Keurig for trusting Good Kids to craft a campaign that not only elevated their brand but also supported the local coffee community. This partnership exemplifies our commitment to blending creativity with social impact, delivering outstanding results that resonate with both brands and consumers.