Why You Heard 'BelVita' in Coffee Shops — to ShopRite's Benefit
Putting a new spin on the coffee shop experience, Mondelez International's belVita breakfast biscuits and VML created an immersive experience for the brand outside of store aisles with its "Coffee Calls for belVita" campaign.
By transforming the moment when a barista calls out a customer’s name into a creative marketing opportunity, the campaign brought the belVita brand into consumers’ minds during the coffee shop counter experience.
The initiative invited consumers to use the name “belVita” when ordering their coffee at their favorite coffee shops near ShopRite locations. Participants had to take a photo of their custom "belVita" coffee cup and upload it to coffeecallsforbelvita.com.
In exchange, they were able to unlock a special offer for their next purchase of belVita products. They received a "Buy One Get One Free" Reward coupon redeemable for one free 8.8-ounce package of belVita breakfast biscuits with the purchase of another 8.8-ounce package at any participating ShopRite store using the store’s Price Plus Club Card.
The initiative was aimed at positioning coffee as a complementary pairing for the biscuit brand, in locations other than the store aisle. It connected the brand to the universally shared ritual of ordering coffee by encouraging consumers to think about the biscuit brand every time they placed a coffee order during the month of January.
"'Coffee Calls for belVita' is truly a unique campaign," Tina Franks, associate manager, omni activation, Mondelez, said in a statement. “It's rooted in coffee culture and naturally brings together a delicious pairing — coffee and belVita breakfast biscuits.”
The campaign included both in-person and digital touchpoints, and strategically enhanced the brand’s visibility in select coffee shops, linking consumption to consumer behavior, and transforming a routine coffee order into a dynamic commerce experience.
"We couldn't be prouder to bring this campaign to consumers in partnership with VML," Franks added. "The work is insightful, playful and wired to deliver buzz and ultimately conversion."
The initiative started at the end of December, and customers could redeem their BOGO rewards through Jan. 30. Rewards were limited to one per person.
VML's Manuel Borde, global chief customer officer, commerce, said of the campaign: "Playing off iconic coffee culture where names are so often mispronounced is a fun way to bring attention to this classic pair."
