17 January, 2019

Frank and Honest Gourmet Coffee partnered with CIT’s Department of Marketing and International Business to develop an inventive and dynamic marketing campaign to ensure that Frank and Honest coffee is the chosen brand every time!

In November 2018, 29 student groups showcased their work to a judging panel that included DJ McAllen, Store Development Director and Director Sponsor at Frank and Honest; Rosemary Walsh, Marketing Manager at Frank and Honest and Gillian Clifford, Starcom (Frank and Honest media buying agency).

Judges visited each group to discuss their advertising and promotions campaigns. Of the 29 groups who presented at showcase, five were selected to go forward and compete in the Frank and Honest CIT Live Case Competition #CITBrandChallenge.

The #CITBrandChallenge winning team created an interactive marketing campaign with the hashtag #BeHonestAndTellFrank.

Their campaign centred on the brand’s straight-talking personality, encouraging customers to share stories with Frank and Honest on social media, using specific hashtags such as #MomTexts, #WorstGiftEver, #WhyI’mSingle, and #WhyDidISayThat.

The campaign also included a digital screen known as “The Wall of Truth”. The Wall of Truth will display the funniest truths and stories submitted by customers and will be positioned in Frank and Honest cafes. In addition, the very best responses will be printed on Frank and Honest cups.

DJ McAllen said he thought the experience was brilliant. “I’m delighted with all the ideas generated and the insights that we have gathered from connecting with our core customer and we have very rich content that we can take forward and build into our plans for 2019. I will absolutely recommend this programme to colleagues and associates”, he added.

Marketing lecturer and project mentor, Lisa Scannell, said the campaigns that students developed for Frank and Honest were creative, interactive and engaging.

“It is extremely important that our students are provided with the opportunity to work with industry and experience some real-life challenges. We were delighted to have been given the opportunity to work with an exciting and growing Irish brand”, she said.

 

 

 

 

 

 

 

 

 

 

 

The winning campaign presented by marketing students: Maureen Connonlly, Fiona Malecot, Ciara Collins and Rachel Caulfield.

 

If you would like to collaborate with CIT get in touch. Email extendedcampus@cit.ie or call 021 4335302.