Keurig | Van Houtte | Fairtrade Canada | National campaign

Creating a national campaign around everyday choices, coffee and fair trade

CC&Co created and executed a bilingual national campaign for Keurig, Van Houtte and Fairtrade Canada, connecting café tables, cup sleeves, postcards, QR codes, a dedicated website, social participation and Questology-powered intelligence.

CC&Co created the strategy, campaign platform, website, production material, distribution system and reporting layer behind #TonMondeTonChoix and #YourWorldYourChoice.

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National Campaign Fair Trade UGC Food & Beverage Print Production

Overview

Project facts

Client: Keurig / Van Houtte / Fairtrade Canada
Project type: Bilingual national campaign: café activation, website, QR participation, print production, social intelligence
CC&Co role: Campaign strategy, creative direction, bilingual message, website, participation mechanics, print material, production, distribution coordination, reporting structure
Questology role: Social media intelligence: UGC tracking, hashtag monitoring, real-time campaign reporting
Primary channels: Café tables, cup sleeves, postcards, QR codes, campaign website, social media
Known results: A reported 300 percent increase in brand mentions and over 200,000 shared images and messages

+300%

Reported increase in brand mentions

200,000+

Shared images and messages

Languages, one national campaign idea

Challenge

The challenge

Making fair trade concrete at the moment of purchase

Fair trade turns abstract when the message sits far from the product. This campaign had to connect the value, the drink and the buying moment, in both official languages, across cafés nationwide. The French and English lines had to carry the same idea while fitting the public language of each market.

CC&Co built the campaign so participation could start from a physical object on a café table and continue through a digital path, with `#TonMondeTonChoix` and `#YourWorldYourChoice` as the public idea.

Keurig Van Houtte Fairtrade national social campaign by CC&Co

Insight

The strategic insight

The café table is the media space

The strongest media placement was already in front of the customer. Table stickers, cup sleeves and postcards brought the message into the coffee moment instead of waiting for people to find it elsewhere. QR codes gave the object a path, the campaign website at tonmondetonchoix.com gave the interaction a destination, and social participation carried the message outward.

A QR code without the right physical context is a technical gesture. A café table with a clear message and a simple path gives a campaign a real chance to move. That is why production and distribution were tied to strategy from day one: the public idea depended on objects being present in the right place.

Deliverables

What CC&Co created

Campaign strategy and bilingual message

The idea built on everyday choice, and the language that carried it in both markets, including the two campaign hashtags.

Campaign website and QR mechanics

The dedicated website experience and the QR logic connecting printed café material to digital participation.

Printed café material, production and distribution

Table stickers, postcards, cup sleeves and campaign print, plus the production files and distribution coordination that put them in participating cafés.

Reporting and social intelligence

The campaign reporting structure, with Questology powering UGC tracking, hashtag monitoring and real-time conversation reading so the campaign could be measured beyond impressions.

Impact

The results came from the connection between physical media, digital participation and social intelligence. The campaign reached people inside cafés, gave them a simple path to join, and produced a public conversation the brands could actually read as it moved.

For CC&Co, the project is proof of full-service national campaign execution: strategy, creative direction, bilingual content, website, production, distribution and measurement created as one system. For food, beverage and values-based brands, it shows how a message becomes participation.

Frequently asked questions

1.What did CC&Co create for Keurig, Van Houtte and Fairtrade Canada?

The national campaign end to end: strategy, bilingual message, campaign website, QR participation logic, printed café material, production, distribution coordination and the reporting structure.

2.What were the campaign hashtags?

`#TonMondeTonChoix` in French and `#YourWorldYourChoice` in English, one idea carried in both languages.

3.What role did Questology play?

Questology powered the social intelligence layer: UGC tracking, hashtag monitoring and real-time campaign reporting, so results could be read beyond impressions.

4.What results were reported?

A 300 percent increase in brand mentions and over 200,000 shared images and messages during the campaign.

Project gallery

Images and deliverables

Where this work connects

Related work

La Banquise: complete restaurant brand system
Marchés Adonis: digital ecosystem for food retail

when fair trade had to fit on a café table

Fair trade can become distant if it stays in institutional language.

For Keurig / Van Houtte and Fairtrade, the campaign had to reach people inside the moment where coffee already mattered: at the table, near the cup, in the café, between daily routines.

That changed the work. The message could not live only as a big campaign idea. It had to fit on postcards, cup sleeves, table pieces, window graphics, QR codes, a website and social prompts. It had to work in French and English. It had to invite people to take one simple action without making the subject feel small.

The campaign connected a daily habit to a larger value system. People could see the message, scan, share and become part of a national stream of participation.

The lesson: a campaign about values becomes stronger when the action is close to the behavior people already have.

A strong campaign connects a value to a behavior people already understand.

Working through a similar challenge?

Tell us the context, the constraints and what needs to change. We answer with a concrete starting angle.

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Complementary read: Alec Lacroix, Keurig / Van Houtte / Fairtrade Canada

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