|
Second Cup Radio Spot
|
Second Cup is bringing back its popular “Latte Tuesdays” promotion again, supporting it with an integrated advertising campaign from Toronto-based creative agency One Advertising.
This time around, Second Cup is promoting “Latte Tuesdays” with a radio commercial, point of sale materials, online and mobile ads as well as 10-second, closed-captioned television spots.
The 20-second radio commercial starts with an auctioneer introducing “lot 72,” which is described as “a piece entitled ‘Latte Tuesdays’ are back,” describing it as “Warm, creamy, 100% Rainforest Alliance Certified and signed with a foam heart.”
The creative focuses on the artisanal quality of the chain’s hand-crafted beverages, a message that helps set it apart from competitors, said Natasha Mackow, director of marketing communications at Second Cup.
And using radio as part of the campaign allows the company to get “the most ears possible for the promotion while it’s in market,” said Mackow.
“It’s an aggressive landscape out there and we really do want people to know that we have an offering on a premium specialty coffee latte and we should be considered as part of their drinking set,” she added.
Competition within the coffee market continues to heat up with national chains Tim Hortons and McDonald’s adding premium beverages, including lattes, to their lineups – a move Second Cup is keeping tabs on, says Mackow.
“Although we’re all in the coffee category, we are a specialty coffee café,” she said. “I think McDonald’s and Tim Hortons are entering the specialty coffee market… but our premium product, being our espresso beans, sets us apart.”
Second Cup has been serving lattes since the ’90s and introduced the “Latte Tuesdays” promotion in 2010, giving java lovers a discount on medium and large lattes. Mackow said it was met with “great success” and now runs at strategic times of the year when the hot, hand-crafted beverage is in demand.
While Mackow wouldn’t say if the promotion provides a sales lift or an increase in brand metrics, she did say the company is “seeing the benefits” from repeat business and new customers to its stores.
In the coming months Second Cup will launch promotions for its Cinnamon Swirl and line of maple beverages. “Latte Tuesdays” wraps up Feb. 12.
Bang Media handled media buying and planning.
