Giant Eagle entered the multi-billion dollar coffee game by launching their own line of coffee single-use coffee cups. We needed to develop a plan to stand out and make their voice heard in a very crowded space.

We developed a campaign to showcase the new product line and entice social engagement by inviting consumers to “Show Us Your Mug.” Through social media ads and social influencer endorsements, our target audience was encouraged to post a selfie with their favorite coffee mug on Facebook and Instagram with #ShowMeYourMug. Each post automatically entered participants into a drawing for a Giant Eagle coffee prize basket.

We also partnered with targeted media outlets to host a parallel contest via their on-air and digital platforms for a chance to win Giant Eagle coffee for a year.

In just two weeks, the campaign generated 3.4M+ media impressions, 1.4M+ digital impressions and thousands of contest entries.