Retail & Consumer
Advertising, Digital, Strategy
Onvo is a chain of c-stores built on the promise of providing fresh-ground, delicious coffee. With coffee this fresh, this fast, and this good, our job was to take Onvo from being just a quick stopover to a coffee destination. We wanted consumers to know how great Onvo coffee was, but we just didn’t have the words to describe it…so, we made some up! By crafting our own vocabulary of delicious adjectives, we created a slew of assets that spanned out-of-home, in-store, and online markets, as well as creating radio and video content. We incorporated Onvo’s adorable, fine-feathered mascot to help convey our message, and we tied it all together with a new, unstoppable tagline: “Get Your Onvo On.” The campaign was not only engaging but also effective, driving a 7% increase in same-store cup count compared to the previous year, with some locations experiencing up to a 35% growth in coffee sales during the promotion. It also had a lasting effect. The month following the conclusion of the campaign, Onvo saw a sustained 20% increase in coffee sales across all locations.
No matter how you summer, we wanted everyone to know that Onvo is always a pitstop on the way to a good time. By taking our inspiration from summer vacation posts on social media, we created a visual campaign that felt modern, but also played into universally nostalgic summer moments. Oh yeah: and we stuck Onvo the Owl in there. By literally making our mascot a part of summer activities, we were able to figuratively show how Onvo is there for all of your summer memories. Our full campaign consisted of out-of-home, in-store, and online assets, as well as several radio spots and video content. We were also able to repurpose and evolve the brand tagline we created for Onvo’s coffee campaign by giving it a seasonal spin. “Get Your Summer On” builds on the equity we created for the brand, and helps give it a lasting foundation.
