Brief:

New to the UK, independent luxury coffee, nut and chocolate store, Carpo, opened its doors in London’s Piccadilly Feb 2013.

The primary goal was to raise awareness of this snacker’s paradise, keeping in line with the existing brand guidelines. Identified target media included women’s lifestyle titles and national coverage.

What we did:

Nestled in an area of London with countless competition, we wanted to position Carpo as a brand on par with the already-established food brands.

Initially, to raise the profile of the store we insisted in getting journalists through Carpo’s doors. The concept of the store is immediate on first site, so we got to work on hosting a launch party and inviting influential food writers and bloggers to tour the store and meet for a coffee wherever possible.

To get the brand on the radar of the industry, we connected Carpo to one of the most popular chocolate tours in London. We also introduced the brand to top chefs in the area, namely, Jeremy Lee of Quo Vadis.

We explored every angle of the brand from the business profile to the new seasonal product launches and everything in between, and distributed these story angles to the media.

As well as online and print coverage we explored filming opportunities as Carpo provides the perfect visual, backdrop that’s ideal on-screen.

Results

Despite not having a functioning e-shop and with only one store in the UK, Carpo has been featured in glossy food publications, national and lifestyle titles. In addition, Carpo has been linked to the royals and has recently featured in an upcoming BBC prime-time cookery show.

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