Front page of a national food section

The brief

Kalvessa had roasted for cafés for six years and was about to sell its first blend in shops. The launch date was fixed by the retailer, and it fell in the one week of the year when every coffee brand in the country sends out samples.

What we did

We stopped pitching the coffee and started pitching the roaster. Teodoro tastes every bag before it leaves the building, and he has kept a notebook of every batch since the first one. We took that notebook, and Teodoro, to four food editors over two mornings, with nothing on the table but a cup and the pages.

Samples went out after the meetings, not before, with a handwritten note from Teodoro on the batch each editor had tasted.

What ran

The food section of a national daily ran the story on its front page in launch week. A weekend magazine, a food podcast and a monthly lifestyle title followed in the next six weeks, and the retailer sold through its first order in eleven days.