Print Advertisements
Each print advertisement within the campaign is meant to evoke a natural, earthy vibe. The usage of photography and natural tones help to spread the message about the environmentally-friendly aspect of the single serve coffee pods. The advertisements are also likely to be placed in magazines such as Good Housekeeping due to its everyday lifestyle content and appeal.
Indoor & Outdoor Advertisements
Interactivity is one of the main focuses of the outdoor and indoor advertisements. The outdoor advertisements explore both traditional and guerrilla marketing techniques, and features a changing bus stop, a branded compost box that is placed in different locations, and a Grounds Garden filter planters. The indoor advertisements include an interactive floor mat that draws from the concept of the ecological footprint, a single serve dispenser that allows users to try the product before they buy a box, and floor decals.
Social Media Applications
Within the overall Grounds for the Ground campaign, there are several mini-campaigns in order to inspire users to interact with the brand and the product through social media. Users can post using the different hashtags in order to enter contests and share their posts, or to learn more about Cameron’s Coffee.
This project utilizes the original logo and branding of Cameron's Specialty, as well as the original packaging.
