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BUILDING REPUTATION FOR INNOVATION 

Innovation case study

Problem

The Atlantic Grupa masterbrand image considered as a more traditional brand vs. new and innovative. This has made it difficult for the Grand Kafa brand to grow their relevance within younger urban consumers seeking a more wholesome coffee experience.

 

The Atlantic Grupa masterbrand image considered as a more traditional brand vs. new and innovative. This has made it difficult for the Grand Kafa brand to grow their relevance within younger urban consumers seeking a more wholesome coffee experience.

 

ZORAN-3

Solution 

Traceability Platform web

  • Bring information on the coffee together in the farmer connect traceability platform 

  • Rich landing pages built to bring the product story to life

  • Campaigns launched bringing consumers to the landing pages to learn more about the coffees and follow their trace

  • Product pages also shared with consumers via a QR on pack

Traceability Platform web
Using blockchain technology to innovate, the Grand Kafa brand launched two traceable single origin products, enabling them to build strong storytelling around the coffees and share dynamic and interactive campaigns, connecting their consumers to the farmers behind the coffee. Through scanning the QR code on pack, they would also be invited to learn more about the coffee and follow its journey using a visual traceability map on ThankMyFarmer™.
Mask Group
Within 9 months from launch they sold 5% more than the budgeted quantity
Mask Group-2
Grand’s innovation positively influenced Grand Masterbrand image attributes: modern & worth paying more
Mask Group-3
Reached an entirely new customer segment, the Dynamic Individualists.
"Historically, RnG Coffee has been important social gathering point for people in Balkans. It makes us very proud we’ve managed to raise the bar, when it comes to coffee socializing events, by digitally connecting our consumers with farmers using innovative Blockchain technology. We strongly believe more companies will introduce supply chain transparency in their future strategy, following our example and good results." 
Zoran Golub, Marketing Director Grand kafa, Atlantic Grupa

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