As the ‘Category Captain’ at grocery, Starbucks has been a leader in ethically sourced coffee for years. However, few consumers have had exposure to the process. In partnership with BJ’s Wholesale Clubs, we broke out of the aisle and brought the Starbucks story of sustainment, education, transparency and quality to shoppers with a pop-up café, at the entrance of their local BJ’s store. 

Within a carefully planned footprint, we created a photo mural, trained brand ambassadors (armed them with free coffee samples) and designed signage and posters to serve information to guide and educate future purchasing decisions. Additionally, we surveyed visitors and shoppers to hear what they think — and how Starbucks can do more to continue sustaining farmers and strengthening farming communities around the world.