Starbucks: Grow your Green Wall
Aim: The campaign ‘Grow the Green Wall’ aims to shift the perception of Starbucks from just a multinational corporate chain, to a brand that is trying to be more sustainable and doing some good.
Insight: Starbucks currently has the ‘Grounds to Garden’ initiative, where you can take coffee grounds and put them in your garden as it’s good for the soil. However, it isn’t well known or advertised at all. This campaign expands on this existing initiative and peoples found love of gardening which has increased over the last year.
Consumers will be able to use Starbucks cups to plant plants and feel more connected to nature and add plants to their homes.
The campaign will use a mixture of installations, print and PR.
Starbucks shops will also have green walls outside every shop and some profit from each coffee sold will go to the Seed Programs International.
OOH: Print
These print adverts will be placed on commuter routes.
OOH: Installations
Installations of Starbucks cups made out of green wall will appear in major cities around the UK. These installations will generate PR and social media engagement.
PR
Headlines about the campaign will appear on news sites such as The Independent and The Guardian.
Products
Starbucks cups themselves will be turned into plant pots. The wrap around cardboard will have instructions on the inside, telling customers how to plant their plants in the cup. In addition to this, there will be packets on offer which will resemble sugar packets filled with seeds, coffee grounds and soil.
The green wall
Concept Art
As well as the installations and encouraging people to use their cups to plant plants, Starbucks will also grow green walls with seeds donated by Seed Programs international on the outside of every Starbucks shop.
