The Roasterie
The Roasterie started in Danny O’Neill’s basement in 1993. Following years of successful, environmentally sustainable coffee roasting, The Roasterie was poised for growth. The company approached Two West with a very straightforward—yet incredibly ambitious—goal: to grow YOY revenue by 15%.
The Two West Solution:
We leveraged the Two West WaveMaking process, which is our methodology for winning shoppers through emotion.
- Ripple: Scanning the waters for opportunity.
- Swell: Forming an unstoppable idea.
- Surf: Turning momentum into action.
Ripple: Scanning the waters for opportunity
Two West immediately began scanning the water for opportunity—by diving into the shopper's world and identifying the little things that could drive big results. We held a workshop with The Roasterie to document and map channels and touch points; completed an in–depth competitive market analysis to better understand how The Roasterie was positioned; reviewed a wealth of industry data, allowing us to identify the demographics and psychographics of heavy coffee buyers and their motivations; and conducted primary consumer research, better defining their existing customer base and market segmentation.
The research and client teamwork identified critical insights:
- The Roasterie’s market position, product lineup and channel strategy matched well with two key segments, "Earth Mothers" and "Millennial Idealists". These groups valued social responsibility and community.
- The current packaging architecture was unclear, making it difficult for consumers to shop the Brand.
- Freshness and community involvement were core differentiators versus local and national competitors.
Swell: Forming an unstoppable idea
Clearly, The Roasterie stood for important values—values that resonated with the brand's target audience—and yet those values had not been well developed or communicated. Using our research insights as a foundation, Two West identified six marketing values that became a platform for allowing The Roasterie to best reach its target market, provide a competitive advantage, and drive all marketing materials and executions.
The Roasterie – Marketing Values
AIR–ROASTED: Educate to differentiate, indoctrinate to advocate
LOCAL: Build a sense of community into every touch
FRESH: Demonstrate the local advantage through fresh sensory experiences
SUSTAINABLE: Help the customer make the socially responsible choice
EASY: Make it easy for the customer to shop, buy, share and enjoy
EXPERT: Position The Roasterie as a thought & taste leader in the industry
Surf: Turning momentum into action
The Two West team worked with The Roasterie to bring these new values to life in tactics that helped differentiate the brand. To address the "easy" value and existing retail challenges, all product navigation and packaging was redesigned with an easy to understand system of bags and labels—helping shoppers better navigate the product in–store. To help consumers make more informed choices, a mobile website was built so shoppers could further research products while still at retail. To demonstrate its value of "local" through community involvement, The Roasterie remodeled an Airstream trailer and performed surprise "coffee drops" at numerous local events, festivals and fairs. The value of "fresh" was demonstrated through vehicle wraps for their delivery trucks, leveraging iconic brand images and emphasizing speed. Overall, we had brought the brand's values to life in an integrated fashion across a myriad of tactics, including interactive, SEO/SEM, social media, coffee house clients, radio, in–store, guerilla, mobile delivery, packaging, and news & publications.
The Results
Two West and The Roasterie teamwork paid off with a 30% YOY revenue increase, doubling the initial goal of 15%.