Last week Baffin launched a one-year, Canada-wide marketing campaign that included 100 wrapped coffee trucks fully equipped with Baffin creative elements. The trucks were rolled out to industrial parks and work sites across Canada with the intention of promoting Baffin’s industrial footwear line.
Mark Ducharme, Industrial Business Manager expresses that “the initial coffee truck program was designed for Hex‐Flex, our entry into the warm weather leather work boot market, but after seeing its value we quickly expanded the campaign to encompass the entire industrial line.” Being known in the industrial sector for their rubber and cold weather work boots, this is a fairly large and new market for Baffin. “We needed a way to reach our target consumer,” says Ducharme.
The ultimate goal of this campaign is to raise awareness, support retailers and ensure sell -through. Some of Baffin’s current retailers have jumped at the opportunity to cobrand with Baffin on these coffee trucks in order to help capture sales.
Jeff Wellwood, Marketing Manager says that, “the hurdle we face when dealing with this demographic is that traditional mediums were not going to work. This opens up the opportunity for brand creativity and forces companies to look at the day‐to‐day lives of their consumers.” Wellwood also mentions that, “we found the majority of our target group has a very structured schedule. Monday to Friday workdays, coffee and lunch breaks at the same time each day, sometimes even signaled with a buzzer. We needed to find something consistent in that schedule so that we could disrupt it – and these coffee trucks are doing just that.”