New Orleans is a passionate place – its people are passionate about their food, their creative pursuits, their football team and even their coffee. Since it was founded, French Market Coffee has been passionate about the rich coffee that it carefully roasts in small batches. And for more than 120 years, a loyal following has been passionate about drinking it.
Though it was common to find the city’s best restaurants serving French Market Coffee, it was not as common to find people drinking it at home. The coffee hadn’t been commanding a lot of grocery store shelf space and needed a boost in brand recognition.
Peter Mayer and French Market Coffee had big plans for the task: reposition and package. Establish a more than 120-year-old brand as the coffee of New Orleans. Use “passion” to do it.
Enter “Follow Your Passion.” The Facebook-based campaign celebrates New Orleanians who have pursued their passions – much the same way that French Market Coffee has followed its passion for making great coffee.
Visitors to the Facebook page can watch videos of some of New Orleans’ favorite passionate people – Mardi Gras Indian David Montana, artist Terrance Osborne, and musician Amanda Shaw – talking about their passions. They can also share their own “passion stories” and download a coupon for French Market Coffee. Additionally, users can buy a specially commissioned Osborne print, benefitting the New Orleans Center for Creative Arts.