A double shot: Launch the White Bison coffee brand while introducing new locations for integrated Twice Daily / White Bison stores.
White Bison and Twice Daily
INSIGHT
Some people think they’ll get burned by low quality when they drink convenience store coffee. Those people are wrong.
STRATEGY
Show consumers that pour-overs don’t have to be served with a side of pretension by employing influencer relations, community management and media pitching strategies.
ACTIVATION
We partnered with taste-making influencers who hold sway over the coffeehouse crowd to post content at grand opening events highlighting White Bison’s brand quality.
Additionally, through daily community management, we positioned the White Bison and Twice Daily brands as convenient sources of fresh coffee and healthy snacks, challenging the conventional wisdom that gas station stops are for lamp-lit taquitos and sugary treats.
RESULTS
Our influencer content resulted in more than 200k impressions with our target audience, driving more than 1,000 likes across our social channels.
Since the initial launch, the White Bison brand has established itself across several key Nashville neighborhoods including 12 South. In 2019 and 2020, we help launch stores in Alabama and in new Middle Tennessee markets like Arrington. Our team continues to manage the brand’s social media efforts to this day.