PLAN

Kum & Go, a convenience store chain in 12 states, asked SA to further drive inside sales to its convenience stores in five markets. With a seasonal change, competitors typically advertise coffee specials as hot beverage interest and sales increase. SA positioned Kum & Go as the place for the best prices and best variety of coffee and cappuccino.

CREATE

Kum & Go asked customers to show their “Morning Face” by uploading photos of themselves to the Fight Morning Face website. The campaign promoted the “cure to morning face” as a 99-cent coffee or cappuccino from Kum & Go. Along with great coffee at a great price, customers could win a Kum & Go prize pack for the best (i.e., worst) morning face photo. Prize packs were given away weekly and contained various Kum & Go branded items such as hats, t-shirts and $50 gift cards. SA developed in-store/POS signage, FM radio, billboard and mobile outdoor, print advertising, online banner ads and the custom website. SA also partnered for on-the-street marketing support in which a team personally served over 4,000 cups of coffee to promote the campaign.

ACHIEVE

• Website traffic increased by 10,000 visitors over one month.
• Average traffic per day to the website was 100 visits.
• Total picture submissions during the two-month campaign was 60.
• Total impressions from the on-the-street marketing was more than 15,500. The team also achieved live on-air time at radio stations in two markets.
• Fight Morning Face was picked up on numerous social media sites including: Facebook, digg, twitter, many media outlet blogs and brandflakesforbreakfast.com.
• This campaign won a Platinum Award in the prestigious Hermes competition in the category of “Integrated Marketing Materials.”