ROASTING PLANT

Background

Roasting Plant is part of a new generation of coffee brands which is both rapidly expanding and doing it by lifting the quality of the whole sector.

Coffee shops across the world have skated past a core problem for years: stale, dusty beans which create “average” coffee. Former Starbucks senior exec Mike Caswell dreamed of an artisan-quality experience that coffee lovers could enjoy every day on their way to work or play…not just something to be enjoyed on a weekend or when time isn’t a factor.  The company he co-founded, Roasting Plant, now grinds and brews every single cup to order within just seven days of roasting, seven days being the scientifically accepted timeframe in which to capture a better, fresher, smoother flavour.

Objective

Raise awareness of Roasting Plant and drive coffee-lovers in-store. 

Strategy

We’re all about the freshness.

Action

Our work is very much focused on driving sales and has begun with influencers and media partnerships, finding London’s noisy coffee lovers, bringing them in-store and letting the freshness of the coffee speak for itself.

Results

In 2023:

• we achieved 156 pieces of coverage for 2023 to date, across print, online, social and newsletter channels.
• 55 inclusions for Roasting Plant across editorial platforms and brand partners to date, with a reach of more than 120 million, across some of the UK’s leading consumer / F&B titles.
• social reach of more than one million, with no hard cost spent on influencer visits beyond a low level of coffee giveaway.
• we have also overseen a range of brand partnerships that have resulted in 28 pieces of coverage, with a collective reach of more than three million*.

Sunny Side Up says:

“The results are of course impressive, with a volume of coverage and reach that a lot of brands would be delighted with, but this campaign is more than that. Roasting Plant has gone from being a relatively unknown part of the London coffee scene, to one of its most well-loved.

“Every single cup is freshly brewed, and we have allowed coffee-loving media and influencers to get in-store, meet the team, hear the story and most importantly of all, drink the freshest coffee they’ve probably had in a long time. And they are happy to spread the word about great coffee.”

Strategy & Creative Director, Nick Woods