Tom Thumb Coffee Campaign

As a popular beverage that can be sold at a price that offers value for the customer and a high profit margin, fresh-brewed coffee is an outstanding product category for marketing programs that help convenience stores boost their bottom line. The Tom Thumb chain, serving an area that runs from Mobile to Pensacola and surrounding communities in Alabama and Florida, wanted an aggressive way to build brand loyalty for their wide-ranging line of fresh-brewed coffee and cappuccino flavors and blends. Driven by in-depth research on the coffee-drinking public, Marketing Works developed a comprehensive program targeting key niches, which included college students, “step-back” coffee drinkers seeking lower-cost alternatives to gourmet coffee houses due to the economy and police/fire/emergency personnel.