Doi Chaang Coffee hires Korrelation as PR AOR

Doi Chaang Coffee, a Vancouver-based organic premium coffeemaker that sources its beans from Thailand, has selected Korrelation Communications as its public relations agency of record, following an RFP.

The decision comes on the heels of Doi Chaang Coffee’s expansion into the Ontario market where it is available at a number of stores including Sobeys, Longo’s and FreshCo. Doi Chaang was previously for sale only in B.C. and online.

The mandate includes traditional PR, national media relations, content development that includes viral and social media, promotional activities and guerilla marketing, said Korrelation principal Pamela Singh.

“We selected them for their understanding of our brand, strategic thinking, innovative ideas and strong team,” said John A. Darch, president and CEO of Doi Chaang Coffee, in a statement.  “Their passion and energy was infectious, and they went to great lengths to understand our business.”

Singh said there would be an emphasis of samplings on the street and at events in the coming months to increase awareness of the coffee brand. Doi Chaang was present at a celebrity charity baseball tournament benefiting the Toronto East General Hospital attended by such former Major Leaguers as José Canseco and Mookie Wilson.

Chef Rob Rossi, who appears on the Food Network and owns the Toronto restaurant Bestellen, is acting as spokesperson for Doi Chaang.

Singh said other selling points for Doi Chaang include its new Keurig-compatible aroma cups that are biodegradable, which “is a lot further than what a lot of their competitors are doing.”

As well, the company says it goes “beyond fair trade,” meaning that in addition to following traditional fair trade practices, the coffeemaker’s farmers, the Akha Hill Tribe in Thailand, own 50% of Doi Chaang Coffee.