Caffé Borbone

SOCIO-TERRITORIAL MARKETING

Strategic Goals

2022: Giving national relevance to 2021 pilot project “Caffè del Birbantello” carried out in Naples to counter educational poverty (a particularly sensitive social issue during/post Covid), involving 5 nonprofit organizations operating in cities throughout the country. 2024: given the positive feedback in terms of corporate reputation, the initiative was replicated with the Naples nonprofit and 4 new nonprofits from other Italian cities.
Related marketing objective: to support Corporate Reputation and help the sell-out of the product involved: compostable coffee pod (2022 at geo-localized level, in 2024 at national level).

Description of the operation

Identification of the onlus together with the partner Terzo Distretto: the children involved in the educational project, had to realize the creativity of the new special edition packaging of the Birbantello Coffee reference.
Implementation of the contest, with distribution of the kits of materials for the development of the different creativities of the children, divided into working groups.
Creation of a merit jury to determine the 5 winning creativities (one per non-profit organization) then used to make the new packaging.
Donation by Caffè Borbone to the 5 non-profit organizations, to support the children’s educational activities.
Realization of photographic and video materials and promotion of the action on the socials and website of Caffè Borbone, the participating onlus and Sustenia.
In 2024, the award ceremonies for the children and representatives of the onlus, were organized in Milan at Teatro alla Scala and in Naples at Officine San Carlo, and attended also by young alpine skier Filippo Della Vite, brand ambassador, and Nicolò Canova, artist and member of the quality jury.

Results

Dozens of articles published in major national and industry publications, print and web (65 in 2022, over 100 in 2024), and social amplification.
Increase in the company’s corporate reputation.

Through this activity, Caffè Borbone has consolidated and expanded its commitment to social responsibility, having believed and invested in the goodness of a pilot project that had shown great potential.