MIAMI: A major Brazilian coffee producer, Caf? Bom Dia, has hired Keating & Co. to increase awareness of Brazilian coffee in the US and to help it develop brand recognition as it enters the US retail market.
The firm plans to put six people, including Rick Keating, president/CEO, on the account.
"One of the key issues here is to get people to think about Brazilian coffee," Keating said. Americans are accustomed to hearing about Columbia as the source of South American coffee, he added.
"We will raise the profiles of both Brazilian coffee and of the client's brand," he said.
PR will be directed at trade press and national media.
Caf? Bom Dia will sell its first branded product for the US market, Marques de Paiva Gourmet Organic Coffee, through Sam's Club stores. It hopes to find other high-volume distributors, as well.
Keating's 35-year-old boutique agency specializes in introducing foreign brands to the US.