The National Coffee Association (NCA) has launched an interactive Web site, www.nationalcoffeebreak.org, kicking off its National Coffee Break campaign.
Headlining the campaign will be a National Coffee Break day on Jan. 20, 2011, when industry members are encouraged to host consumer promotions and events that inspire consumers to take a break from their day with a cup of coffee. Many coffee organizations have confirmed plans to participate through consumer promotions and activities.
“It’s a great way for convenience stores to get customers involved in the coffee category, get them excited about their chain’s coffee program and bring them in to the stores on that day,” said Joseph DeRupo, director of external relations and communications for NCA told CSD. He added, chains can not only use the event as a way to drive traffic at their stores but to get people involved in coffee culture and inspire them to participate in a charity event that they can set up surrounding the National Coffee Break Day.
“We’re currently getting the word out and making point-of-purchase materials available, as far as ideas for promotions, templates for print ads, and that sort of thing,” DeRupo said.
Part of NCA’s centennial celebration in 2011, the campaign will spotlight coffee history and culture and encourage category wide coffee consumption.
“As NCA commemorates 100 years of service to the industry, it is fitting to focus on the iconic history and culture that has grown up around coffee,” said NCA President & CEO Robert Nelson. “NCA celebrates that culture with a compelling online platform to keep consumers informed, entertained and engaged in the category at the same time it supports industry efforts to encourage consumers to take time for coffee on Jan. 20 and beyond.”
The new Web site offers an array of opportunities for participation across its dynamic design and taxonomy. On “The Scoop” page, NCA provides a suite of branded point-of-purchase, publicity materials and marketing/promotion thought-starters (http://www.nationalcoffeebreak.org/new/scoop.php). Industry members are welcome to download, customize and utilize the complimentary materials to plan and promote their own National Coffee Break day activities.
On the site’s “Break Room” daily blog, NCA will share these promotional ideas and efforts as well as coffee trends, news, culture, polls and other information (www.nationalcoffeebreak.org/breakroom/).
NCA will also share campaign information, events, developments, outcomes, etc., as well as through the campaign’s designated Twitter (www.twitter.com/NtnlCoffeeBreak) and Facebook (www.facebook.com/NationalCoffeeBreak) accounts.
Industry members are also encouraged to submit news or links to video or images of their Coffee Break activities and promotions for “The Scoop” video feed (http://www.nationalcoffeebreak.org/new/scoop.php) or “The Break Room” blog (www.nationalcoffeebreak.org/breakroom/). A Google-powered Coffee Locator map will also allow visitors to search for coffee retailers anywhere in the U.S. by Zip Code.