Diageo North America, Diageo C.A.R.E.s
The Mosaic Company for The Mosaic Company, The Mosaic Hunger-Relief Forum
Weber Shandwick for PEDIGREE® Brand, The PEDIGREE Feeding Project – “Choose The Next Communities”
Westpac New Zealand, Women of Influence Awards
To see all the winners of the
2014 PR Daily Awards click here!
Best Corporate Social Responsibility
CSR program injects a jolt of caffeine into the fair trade crusade
Kelly Clarkson, the very first ‘American Idol’ winner, goes on a ‘source trip’ to Peru to learn what benefits fair trade brings into the lives of the coffee bean producers of Agua Azul.
The winner of the Best Corporate Social Responsibility Program category of Ragan’s 2014 PR Daily Awards is Cone Communications
, the PR agency for Green Mountain Coffee Roasters
Cone, aware of the American public’s low recognition (34 percent) of what “fair trade” means, decided it was time to publicize Green Mountain Coffee’s strong support of fair trade in the coffee industry. Additionally, the agency sought to piggyback more brand recognition for Green Mountain Coffee on this determined effort to raise U.S. public awareness of fair trade in coffee.
Cone hired Kelly Clarkson of “American Idol” fame. It sent her into the mountains of Peru to see firsthand what blessings fair trade had brought to the coffee farmers there.
Cone and Green Mountain shot two videos of Clarkson in Peru, singing, talking with coffee farmers and their families, and learning from them what fair trade in action means. Clarkson talked to the videos’ viewers about her passionate support of fair trade in coffee.
Cone launched a huge campaign in the U.S. to bring Clarkson’s pilgrimage and conversion to fair trade to her tens of millions of coffee-drinking fans in America:
- In 2012, it had announced Green Mountain Coffee as the world’s largest buyer of fair trade coffee.
- It lined up an exclusive with People.com to break news of the 2013 campaign prelaunch.
- It hosted a Clarkson concert at the Highline Ballroom in New York City for 250 attendees and 50 top media outlets. Clarkson discussed what she had learned about fair trade during her trip. The concert was webcast on Facebook.
- Clarkson’s social media channels further spread the word about fair trade.
- Cone issued a press release and performed aggressive media outreach, gaining wide national coverage.
- The fair trade campaign landed more than 700 million impressions—75 percent more than Cone’s goal.
- There were more than 63 million impressions on Twitter for fair trade.
- More than 60,000 people visited ChooseFairTrade.com from its launch on Sept. 16 through Nov. 11.
- The campaign helped earn 100,000 new likes for Green Mountain Coffee’s Facebook page.
- The campaign appeared in more than 3,260 media placements—87 percent mentioned Green Mountain Coffee, 84 percent mentioned fair trade, and 41 percent mentioned the campaign by name (“Great Coffee, Good Vibes, Choose Fair Trade”).
The PR staff at Cone Communications responsible for this triumph included Jessica Hesselschwerdt, Jessica Lappen, Jenna Walsh, Camille Szramiak, Jessica Benjamin, and Alyssa Banker. Congratulations!
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