Chief Marketer PRO 2022 winner!

Nestlé Coffee Partners Solutions Lab (NCP SL) had the opportunity to be the go-to foodservice sustainability solution but lacked a singular go-to-market approach.

Bringing our end-to-end sustainability platform to life required prioritizing activation in all customer communications—from creating selling tools to developing eCRM campaigns. As well as leveraging our café and beverage destinations to engage and empower consumers to be part of our truly holistic sustainability experience. Specific initiatives included:

• Ongoing eCRM campaign. Delivering timely content to B2B customers, spotlighting relevant occasions and opportunities for operators to promote and encourage sustainability practices in their locations.
• Cultivating with Coffee. A first-of-its-kind upcycling program that encouraged regenerative gardening practices. Foodservice locations were given easy instructions to package up used coffee grounds for consumers to take home and use in their gardens–eliminating waste and promoting sustainable behaviors to model.

The CRM program provided awareness and delivered leads. Our campaign included the execution and deployment of twelve unique emails, and not only did they introduce our new program, but they outperformed industry and historical email metrics–proving that our sustainability platform was compelling and welcomed by our foodservice customers.

From a sales conversion perspective, revenue generated per email was 2.5 times more than the email average compared to last year!