Tunheim developed a media strategy for opening day and grand opening events for Caribou Coffee and Einstein Bros. Bagels newly co-branded, Coffee & Bagels.

Insight

Caribou Coffee and Einstein Bros. Bagels co-branded in 2015 to create Coffee & Bagels, a hub for enthusiasts to indulge in a daily dose of the two most craved morning breakfast items. With more than 20 Coffee & Bagels locations opened across the country, 11th and Nicollet was the third location to officially open its doors. Located in Minneapolis, Minn., this flagship Coffee & Bagels opening had an initial media outreach goal of raising awareness as to how the new location would bring together not only Caribou Coffee’s high-quality premium beverages and Einstein Bros. Bagels and shmear, but also a broad assortment of flavorful Argo Tea products. Due to re-routed traffic patterns, limited foot traffic and intermittent utility outages because of nearby construction, a proactive outreach and awareness strategy was implemented to assure that all efforts were successful.

Strategy

Tunheim’s deliverables from the grand opening include:

  • A grand opening “Bagel Cutting” ceremony was held with the Coffee and Bagels team members and Lisa Goodman, council member from the City of Minneapolis;
  • Street team sampling offered passersby samples of coffee, bagels and tea;
  • Any person who came in and bought a coffee the day of the grand opening received a free bagel and shmear; and
  •  Free pedicab rides were offered in the downtown area from 7-11 a.m. to ease construction navigation.

Results

Working with local media, Tunheim secured:

  • Print media placements in the Minneapolis- St. Paul Business Journal and the Star Tribune
  • Television placements with CBS (WCCO 4) and NBC (KARE 11); and

Radio mentions including: The WCCO Morning News with Dave Lee, Dave Ryan in the Morning, Chris Carr & Co Morning Show, Keri & Greg in the Morning and The Power Trip Morning Show.