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People's City Mission
'Great Coffee for the Greater Good'

RAN IN: United States

CLIENT
People's City Mission

Pastor Tom Barber, Executive Director, People's City Mission
Mr. Sasha Vodolazkyy, General Manager, Mission Bean Coffee Company
Ms. Carolyn Douglas, Foundation Board Director, People's City Mission

AGENCY
Bailey Lauerman *Lead Agency

Mr. Rich Claussen, EVP/Client Service
Mr. Carter Weitz, President/'Creative Development
Mr. James Strange, Senior Art Director
Mr. Ron Sack, Senior Art Director
Mr. Jim Watson, Writer
Ms. Erika Balm, Project Manager
Mr. Gayle Adams, Production Manager


SUMMARY

People's City Mission, a non-profit homeless shelter, formed the Mission Bean Coffee Company, a for-profit entity whose proceeds would be used to help fund the operations of the Mission. With big dreams and no budget, this tiny new brand was launched in the face of aggressive and well-entrenched competitors including Starbucks, Folgers and Maxwell House. Compelling advertising and design, built around the promise - buy one bag, feed one homeless person - drove retail grocery sales to exceed goal by 32%, generating tens of thousands in proceeds to feed the homeless.

CASE STUDY

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CASE VIDEO


Hero Medium: Packaging

Type: Business to Consumer

Classification: Local

Language: English