A single tweet can be a very powerful thing.
Kickin’ Digital is always looking for new streams of revenue for our clients. Stirling Creamery’s butter has a reputation for quality, but consumers tend to use this product in traditional—and limited—ways. An article about Europeans adding butter, instead of cream, to their coffee prompted the idea for a bold social media experiment.
Stirling tweeted Jimmy’s Coffee, a high-quality coffee bar in Toronto, inviting them to host Butter Up Your Coffee Day. For three weeks, both companies regularly used Twitter and Facebook to promote the event and invite their loyal followers to replace the “heaviness of cream” with the “richness of butter.” On Butter Up Your Coffee Day, communications ramped up further with Kickin’ Digital and Stirling personnel working onsite at each Jimmy’s location (well stocked with Stirling butter) to interact with customers, buy coffee, talk butter and provide giveaways.
Response to the campaign exceeded expectations, resulting in hundreds of tweets and photos being sent out, and engaging both coffee and butter fans alike. Jimmy’s Coffee saw new customers come in specifically for the event and awareness was raised about Stirling’s butter.
A follow-up event the next year saw the introduction of two new Stirling butter-based coffees at Jimmy’s. With over 200 Butter Chocolate and Butter Popcorn Americanos sold in one day, these buttered coffees are now permanent options on the menu. This also resulted in Stirling meeting with Jimmy’s Coffee to discuss how the butter could be more easily melting into the coffee and possibly flavouring the butter.
Both campaigns successfully created unique experiences for new and existing customers, leaving them with a positive, indelible impression of these brands, and deepening their loyalty for years to come.
Kickin’ Digital Provided
Campaign Idea and Execution Plan
Social Media Platform Management
In-Store Campaign Execution