Open Pantry Launches Rainforest Alliance Coffee Campaign

Open Pantry has successfully launched its Rainforest Alliance coffee campaign, with help from GSP Marketing Technologies (GSP), a leader in strategic marketing at the point of purchase.

The campaign promotes the new coffee blend that is farmed without harming the rainforests by leveraging a unique in-store experience developed by GSP.

As Open Pantry, which operates 26 stores throughout Milwaukee and Madison, Wisconsin, added to its coffee family, they wanted to promote the holistic approach they were taking. GSP stepped in and designed a rainforest habitat to incorporate the rainforest look and feel into each store. The coffee area was transformed to be a rainforest complete with jungle-themed designs, steam from a fog machine and a motion triggered lightning display as people approached the area. Other areas of the store, especially the outside pump area, were affixed with the graphics and frogs all inviting the consumer to the newly transformed area.

 “GSP helped us create a very unique experience for our customers, which generated new buzz within our market space and has led to a great sales increase,” said Jim Fiene, chief operating officer of Open Pantry.

The theme not only created excitement in an interactive environment for customers, it also promoted the free water with a coffee campaign. The overall campaign is estimated at increasing coffee unit sales by 18% this past year.

“The cherry on top of the whole thing,” said Fiene, “is we create and interaction between the consumer and the employee, which is the best thing you can do in a convenience store.  GSP was a great partner on this project and I look forward to solving the next retailing challenge with them.”






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