Califia Farms
MEDIA CAMPAIGN: Matcha vs. coffee
We partnered with Califia Farms and Crafted Communications on a media campaign to increase awareness of the brand’s matcha products, ahead of National Matcha Day.
What your brew says about you
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Our approach
We crafted a research-led story angle to take a lighthearted look at the differences between matcha and coffee drinkers.
The campaign for Califia Farms was informed by an online survey with 1,000 coffee drinkers and 1,000 matcha drinkers. Working with the brand and Crafted Communications, we provided full research support throughout — from questionnaire design to conducting the research, collating data and analyzing the results. From there, we created a data-driven news story from the findings and produced an infographic and animated video illustrating the key elements of the survey story.
The study, conducted by our polling arm Talker Research, revealed a number of personality and lifestyle differences — and a few surprising similarities — based on respondents’ preferred morning beverage.
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The story
What was the news story angle? The research suggested that if you are a matcha drinker, you are more likely to wake up early, prefer outdoor activities, be an ambivert, or a balance of introvert and extrovert, and describe yourself as “adventurous”.
By comparison, more than half of coffee drinkers prefer to sleep in later, prefer indoor activities like watching movies, and are more likely to be an introvert.
Despite their differences, both types of respondents enjoy being their own baristas, with almost three-quarters of coffee drinkers and two-thirds of matcha drinkers preparing their beverage at home. Although the average matcha drinker takes longer to prepare their beverage — five minutes compared to coffee drinkers who take four.
The campaign achieved over 200 pieces of coverage. Check out some of the highlights below.
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.