Wishes were granted to a number of coffee lovers as part of a Coffee Culture Café & Eatery campaign that wrapped this week.
The “All I Want” campaign, which began in November, asked consumers to write their wishes on their cups and post a photo on Facebook, Instagram or Twitter using the hashtag #CCWishlist. People could also post their wishes on Coffee Culture’s website, and one couple announced their pregnancy through a wish.
About 40 of 340 requested wishes were granted, ranging in size from $25 Coffee Culture gift cards to flying someone’s brother home to the east coast for the holidays.
Coffee Culture “just wanted to do something big and community-driven for the holidays this year,” says Katie MacGregor, director of business development, interactive marketing solutions at TC Media, the coffee retailer’s agency of record.
“They wanted to do something that would give them some exposure, but would also bring happiness to their customers.”
The Ontario-wide campaign was based on WestJet’s hugely successful viral holiday season campaigns of the last few years, but on a much smaller scale. “Overall it was very successful,” she says of Coffee Culture’s initiative.
As part of the campaign, Coffee Culture partnered with the Toronto Make-A-Wish chapter and sponsored a Make-A-Wish kid to attend superhero training with the Avengers academy on board a Disney cruise ship. It fulfilled the wish of 7-year-old Justin, who has Burkitt’s lymphoma and had nine rounds of chemotherapy last year, to be a superhero.
Another fulfilled wish involved Trish Wake of Mount Forest, Ont., who asked to give back to people in town for the holidays. A team went to Mount Forest for a day and gave out gift bags to teachers in a school, volunteers at the local Meals on Wheels chapter and cancer-supporting thrift shop and “free everything” for three hours at the local Coffee Culture shop.
Videos of Justin’s and Wake’s wishes received 93,000 views on Coffee Culture’s Facebook page, with click through rates that were far above industry standards, MacGregor says.
Launched in 2006, Coffee Culture has more than 70 locations in North America, 51 of which are in Ontario. Its parent company, Mississauga-based Obsidian Group, also manages Crabby Joe’s Tap & Grill, Union Burger and The Open Kitchen, with locations throughout Ontario, Manitoba and the U.S.
