MOTHER PARKERS
TEA & COFFEE
OVERVIEW
As North America’s largest independent coffee and tea producer, Mother Parkers’ RealCup brand has become an industry leader in the booming single-serve capsule market. The launch of its EcoCup, the first recyclable K-Cup compatible single-serve capsule, was a groundbreaking step in shaping the sustainable future of this growing industry.
Mother Parkers Tea & Coffee Inc. blends and roasts tea, coffee, and other beverages for retailers, brand owners, and companies in North America.
BROWN & COHEN SOLUTION
- Brown & Cohen joined a multi-agency team about two weeks prior to the April launch to handle Canadian PR and to provide strategic communications advice from a Canadian perspective on a team comprised of mainly American agencies.
- We provided tactical input to the launch strategy, helped craft the media release and media-trained members of the executive.
- Above all, we ensured the company reinforced its commitment to sustainability, its philosophy for creating solutions and built momentum towards EcoCup Coffee, which would be launched a few months later to an even larger market.
THE RESULT
• Over 20 million impressions via online, TV, radio and print in the major markets across Canada over a period of one month.
• Top tier media included CTV News and Canadian Business Magazine.
• Canadian Packaging Magazine front cover called Mother Parkers “The Mother of innovation” as part of a multi-page feature on its commitment to sustainable packaging.
