Consumer sampling is only one element of a launch campaign that Donna Gray, director of PR at Melitta, said will include community events, media relations, social media, and traditional advertising. The coffees will only be available in Philadelphia, near the company's Cherry Hill, NJ, roasting facility.
However, Gray told PRWeek that the company's long-term goal is expansion to other markets, as well as raising overall brand awareness. The company hired French/West/Vaughan for the project, about which it will release more details in the near future.
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