Bird Friendly® is a coffee growing certification similar to the Rainforest Alliance or Fair Trade, yet its impact reaches much farther. Its seal signifies the highest level of organic, shade-grown coffee because of how it protects migratory birds—whose populations are in steady decline—and the natural habitats of many other species. While Bird Friendly is a valued standard, without adequate consumer demand, farmers won’t grow to meet the certification, leaving far too many farmers to continue a practice of clear-cutting forest habitat.
Based on consumer insights gained from quantitative research, Oliver Russell developed a brand identity and created an integrated marketing campaign, which included advertising, social media assets, a video, and a website. The imagery designed for this campaign was inspired by the flora that is slashed down during coffee production and traditional botanical illustrations used in plant identification.
Within our short, one-month campaign, we received 46 mentions of Bird Friendly Coffee in the press; attracted top social influencers to post about the certification to their combined network of over 369K followers; generated over 3 million impressions via paid Facebook posts in three of the most competitive markets in the US for digital advertising.
Services: Strategy (Brand strategy), Planning (GTM planning), Traditional (Brand ID, Advertising/Promotion, Print, Video), Digital (Web design, Social media, Digital content), Integrated PR (Press and Media relations, Influencer relations, Issue advocacy)