Caffé Borbone

SOCIO-TERRITORIAL MARKETING

Strategic objectives

Investing on the 2021 pilot project “Caffè del Birbantello”, designed at a Neapolitan level to contrast educational poverty (a particularly delicate social issue during/after Covid), amplifying it at a national level.
Increase the sell-out of the related product, i.e. compostable pods.

Operation phases

Creation of an activity across different cities, identifying 5 non-profit organizations together with the partner Terzo Distretto: the children involved had to design the creativity of the new Caffè del Birbantello packaging.
Implementation of the contes with distribution of materials and templates to the working groups of children, to allow them to develop and draw their creative ideas.
Creation of a panel of judges to decide the 5 winning creatives – one from each non-profit organization – that would be used to create the new packaging.
Donation by Caffè Borbone to the 5 non-profit organizations, to support the children’s educational activities.
Creation of an emotional video and promotion of the action on the social networks and website of Caffè Borbone, Sustenia and the participating organizations.

Results

65 articles published on the main national and sector newspapers, also online, and social coverage and amplification.
Increase of the company’s corporate reputation.

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