German coffee roaster Tchibo is a partner to UTZ and other sustainability labels. For its multichannel communication campaign last year it used their animated character Mr. Coffeebean to explain why sustainable sourcing matters in a playful and engaging way.
For its campaign Tchibo put Mr. Coffeebean, or ‘Herr Bohne’ as he is called in German, in the position of an accident-prone coffee farmer who discovers that joining a sustainability label makes life taste better. The campaign included an animated film, blogs, newsletter and a customer competition and used humor to explain the purpose of the different sustainability labels in a simple yet meaningful way.
Tchibo also got its own employees engaged on the campaign with a series of Mr. Coffeebean postcards and created special media packs with coffee samples and links to the video. The campaign generated great media coverage and traffic to the online tools.
Planning a communications campaign? For more ideas and inspiration, take a look at some of the case studies and marketing tools in our Media Center.