Mr. Espresso
Authentic Italian Espresso
Oakland, CA
SERVICES
Content Development
Social Media Advertising
Art Direction
With a cult-like following and a reputation as the standard-bearer for authentic Italian espresso, this second-generation family-owned specialty coffee brand tapped our team to help reach a new audience of coffee enthusiasts, both novice and expert alike. In a crowded marketplace, the legacy and superior quality of Mr. Espresso coffee needed a way to capture attention and cut through the noise.
With a focus on decades of experience and superior product, our team crafts strategic messaging and attention-grabbing content that highlights the different ways Mr. Espresso has skillfully adapted an Old World tradition to meet modern tastes. Weaving together distinct product features with the unique and charming history of the Mr. Espresso brand, we develop content that resonates with a variety of audiences by creating immediate emotional connections with the viewer. Strategic ad placement and management continues to grow brand awareness driving website traffic and revenue month over month.
In order to strengthen brand affinity and drive online sales, our team has developed a paid advertising strategy that incorporates a full funnel, multi-layer advertising approach catered to new and existing customers. Driving awareness and conversions for both espresso and machines, we tailor audiences and content to speak to the individual journey of each consumer segment. To ensure Mr. Espresso is using creative and messaging that resonates most with these audiences, A/B tests are completed on an ongoing basis to determine nuances that lead to a greater ROI, informing our ongoing ad optimizations.
The campaign has garnered nearly 3 million impressions and thousands of conversions throughout its duration, and Mr. Espresso continues to experience an increase in the number of conversions and overall revenue.
Holiday Campaign 2023 —
There's no better time than the holiday season to give a taste of true Italian espresso to the coffee lovers in one's life. To drive increased awareness and sales, we worked with the Mr. Espresso team to concept, name and develop a range of special seasonal gifts sets. Five unique offerings were developed, ranging from a limited-edition holiday coffee blend, the Caffè Festivio, to a taste of the sweet life with a La Dolce Vita set which included the Caffè Festivio coffee blend and Panettone from renowned Sicilian bakeshop Fiasconaro, a Buone Feste set which included a Bialetti Moka pot, a signature espresso blend and set of espresso cups, and range of subscription options and classic Italian Holiday Trio set.
To bring the holiday kits to life across the Mr. Espresso website and social media channels our team art directed a holiday photoshoot for the gift sets including prop sourcing and creative direction. The resulting eye-catching, scroll-stopping photography brought a sophisticated festiveness to the kits through the use of lush fabrics and rich hues that echoed the notes and flavors found across the Mr. Espresso signature oak wood roasted blends.
A holiday-specific paid social media campaign was launched to drive sales of the seasonal gift sets, with each set having a dedicated ad with unique creative and messaging. Garnering 80k impressions and dozens of sales within a few weeks, the campaign provided relevant insight into the interests and habits of Mr. Espresso’s target audience during the holiday season.
Photography: Hardy Wilson