Caribou Coffee : Amy's Blend
Caribou Coffee turned to Riley Hayes for a public relations campaign to promote Amy\'s Blend, a specialty blend dedicated to the memory of Caribou roastmaster Amy Erickson. To honor Amy and to contribute to breast cancer research, ten percent of sales from Amy\'s Blend go to Susan G. Komen for the Cure®. Riley Hayes targeted the right media and produced a dimensional media kit that included a sample of Amy\'s Blend, an Amy\'s Blend mug, and most importantly, Amy\'s story. The result was tremendous media coverage during Breast Cancer Awareness Month.
The press kit
Coffee bag hang tag