Caribou Coffee issues RFP

MINNEAPOLIS: Coffee and espresso company Caribou has issued an RFP for a new PR agency to help expand the business.

MINNEAPOLIS: Coffee and espresso company Caribou has issued an RFP for a new PR agency to help expand the business.

Caribou Coffee Company is seeking an agency to help build recognition among new consumers, said Alfredo Martel, SVP of marketing and product management.

“The key area for us is to expand brand awareness beyond our current footprint, as well as to create a holistic PR campaign that incorporates all our lines of business, from consumer packaged goods and food services to retail and online,” Martel explained.

The agency selected could handle social media as well as PR, depending on the candidate, he added.

Caribou Coffee's AOR for the last two years, Exponent PR, is not participating in the review, said Martel.

In addition to increasing consumer awareness, the company's new PR agency will help address Caribou Coffee's geographic and business challenges.

“We're very strong in the Midwest, but our consumer packaged goods business is growing quite rapidly,” Martel said, “so we need to expand our geo-coverage in markets where we're either opening new distribution or new retail stores.”

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