Brand Ambassadorship · Campus Program · Coffee · CPG · 2020

La Colombe Coffee Roasters

A campus ambassador run well enough that the brand put her content on a billboard.

Project led by Blue Sitten

Disciplines

Brand Ambassadorship
Campus Activation Events
Content Creation
Weekly Performance Reporting

Industry

Coffee · CPG

Year

2020

Overview

Blue was a campus brand ambassador for La Colombe Coffee Roasters while at Florida Gulf Coast University. Her performance in the role helped kickstart La Colombe's presence in South Florida.

After she completed the program, La Colombe put up a billboard in her hometown using her content to promote the ambassador program itself.

§ The Problem

What they came to us with.

A coffee brand entering a new region has no local familiarity to lean on. The ambassador role existed to create it: get the product into students' hands, and make the brand feel present on a campus that had no reason to know it yet.

§ The Approach

How we answered.

She ran campus activation events, handing out coffee samples and getting students interested in the product in person, then built content around that presence rather than around the packaging alone.

She reported engagement on her posts every single week, so the brand could see what was landing while the market was still being built. That reporting cadence, and the content behind it, is what La Colombe later used to promote the ambassador program to the next round of candidates.

§ The Backdrop

Hand built from recycled La Colombe product boxes.

Every campus activation needed a photo wall, so Blue made one by hand. The entire backdrop was cut and tiled from used La Colombe shipping and product boxes saved after sampling events: the navy, orange, and white panels laid up like brickwork, with the dove mark cut out and placed by hand. Nothing was bought for it, and nothing was thrown away to make it.