Caribou Coffee taps Exponent as AOR

MINNEAPOLIS: Caribou Coffee has selected Exponent Public Relations as its AOR, following a competitive review.

MINNEAPOLIS: Caribou Coffee has selected Exponent Public Relations as its AOR following a competitive review.

Exponent, which began working with Caribou on December 2, won the business after the brand issued an RFP in October.

The agency is aiding the company with media relations and event marketing, working to drive store traffic, sales, and consumer engagement for the Minneapolis-headquartered coffee and espresso retailer. Five staffers from the firm are working on the account.

“Our work won't be shown in the marketplace until late spring,” said Tom Lindell, Exponent's MD. “We will be working on their entire calendar of marketing and promotional activities over the next year.”

Lindell added that the team is already planning for Caribou's 2014 holiday season.

The contract for the account is ongoing. Budget information was not disclosed. 

Exponent was previously Caribou Coffee's PR AOR for two years until 2011 when the company issued an RFP seeking a firm to help the brand grow in current and new markets.

In January 2012, Caribou Coffee selected Ruder Finn as its AOR to help the company increase brand awareness. Exponent PR did not participate in that review.

“Although we were invited to participate in that RFP, we declined based on Caribou Coffee's growth projections, and what they were articulating they needed at that point,” said Lindell.

Ruder Finn was not part of the most recent RFP, said a Ruder representative, who added that Caribou is prioritizing local communications and engaged an agency with Minnesota expertise.

Caribou Coffee representatives were not immediately available for comment.

In October, nonprofit organization Partners in Food Solutions, which was founded by General Mills, selected Exponent as its PR agency partner following a review.

Earlier this year, the agency added work-wear brand Duluth Trading Company and the University of Nebraska's Robert B. Daugherty Water for Food Institute to its client roster.

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