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2010 GOLD POSITIVE CHANGE - SOCIAL GOOD: NON-PROFIT
UNITED STATES
People's City Mission 'Great Coffee for the Greater Good'
RAN IN: United States
CLIENT
People's City Mission
Pastor Tom Barber, Executive Director, People's City Mission Mr. Sasha Vodolazkyy, General Manager, Mission Bean Coffee Company Ms. Carolyn Douglas, Foundation Board Director, People's City Mission
Mr. Rich Claussen, EVP/Client Service Mr. Carter Weitz, President/'Creative Development Mr. James Strange, Senior Art Director Mr. Ron Sack, Senior Art Director Mr. Jim Watson, Writer Ms. Erika Balm, Project Manager Mr. Gayle Adams, Production Manager
SUMMARY
People's City Mission, a non-profit homeless shelter, formed the Mission Bean Coffee Company, a for-profit entity whose proceeds would be used to help fund the operations of the Mission. With big dreams and no budget, this tiny new brand was launched in the face of aggressive and well-entrenched competitors including Starbucks, Folgers and Maxwell House. Compelling advertising and design, built around the promise - buy one bag, feed one homeless person - drove retail grocery sales to exceed goal by 32%, generating tens of thousands in proceeds to feed the homeless.
