Case Study: Second Cup Coffee Co boosts cookie sales and community engagement with Strategic Objectives

Second Cup Coffee Co - Customer Case Study

Strategic Objectives partnered with Second Cup Coffee Co to address the challenge of launching the new Hot Chocolate cookie. The goal was to create a social PR activation that would generate positive brand news, build on the coffee chain's strong community presence, and encourage product trial and sales from coast to coast.

The vendor, Strategic Objectives, developed an experiential event called the "Welcome to Canada Skating and Hot Chocolate Party" for Syrian refugees, injecting the brand into a national news story. They enlisted a Canadian Olympic figure skater and used a #TasteItRateIt Facebook campaign to promote the new cookie. The event generated 24 million media impressions and 2.5 million Twitter impressions. The launch was a sales success, resulting in a 66% spike in cookie category sales and 84% of survey respondents declaring it Canada's best cookie.

Second Cup Coffee Co