Flat White—National Launch Campaign

Second Cup Canada had introduced the Flat White to its menu of espresso based coffees. Strano + Pettigrew was asked to develop a nation-wide launch campaign that would introduce this antipodean favourite to Canadians. Since the Flat White was new to most Canadians, our mission was to “Educate and Advocate”—and there’s no better way to do that then by letting Canadians taste one!

So we commissioned two, custom made, Piaggio Ape50s from Ireland to be the focal point of our experiential sampling campaign.

Marketing Magazine did a great write up on the launch which also showcases our TV spot. You can read it here.