// ESTABLISHED AS ONE OF PRINCIPAL FOUR COFFEE BAR OPERATORS
IN THE UK AND COMMENTATOR ON MARKET
// DELIVERED A THREE-FOLD ROI
OBJECTIVE
Generate positive brand awareness within Cafè Ritazza’s international client community, positioning as a commercially successful and world-class operator within the highly competitive coffee bar market.
SOLUTION
Storm adopted a two pronged approach to this campaign: through the media and directly with Cafè Ritazza’s client community. The media campaign centred around profile building work within the foodservice, air and rail trade media as well as the national business press, with news on openings, investments, product launches and management appointments as well as placing company features. At the heart of the direct campaign was a quarterly newsletter – Ritazza Shots, which was distributed internationally to Cafè Ritazza’s client community, internally to employees and at industry shows, and included detailed business, product and management information.
RESULTS
The campaign successfully positioned Cafè Ritazza as one of the four principal coffee bar chains in the UK and a commentator on the market. This was clearly demonstrated when Allegra issued its UK Coffee Bar Chain Report to the national business media – Cafè Ritazza assisted with the proactive launch and achieved positive coverage in The Financial Times and on CNBC as a result. Wide spread coverage across all key trade sectors was also generated by the campaign, resulting in a three-times return on investment.