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Channing and Company

Coffee Uplifts People: Retail Marketing & Communications

Launching CUP at Target & Whole Foods!

Branding Strategy

CUP’s Sensory Experience Hits Target and Whole Foods

Channing & Company partnered with Coffee Uplifts People (CUP) to bring their mission-driven, premium coffee to two of the world’s largest retailers—Target and Whole Foods. We created a multi-sensory retail experience that highlighted CUP’s unique flavor profiles and celebrated their D.I.R.E. commitment to Diversity, Inclusion, Representation, and Equity from crop to CUP.

Through cultural storytelling, immersive displays, and a purpose-driven campaign, we successfully positioned CUP as more than just a coffee brand—it became a symbol of flavor and impact, achieving a remarkable 100% sell-through rate and solidifying CUP’s place in the specialty coffee market.

Client

Coffee Uplifts People

Retail Clients

Target & Whole Foods

Disciplines

Brand Strategy
Design
Retail Marketing
Signage & Environmental Graphics
Messaging & Copywriting
Communications

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Coffee Uplifts People (CUP) Retail Launch

Cultural Storytelling Meets Coffee: Blending Flavor with Culture

When Channing & Company launched Coffee Uplifts People (CUP) in Target and Whole Foods, we knew it would require a holistic brand strategy to stand out in competitive retail environments.

By blending sensory experiences with rich cultural storytelling, we crafted a campaign that resonated deeply with consumers, highlighting CUP’s unique flavor profiles and socially responsible mission.

Our strategic approach ensured that CUP’s story was told across multiple touchpoints, creating an impactful and cohesive brand presence.

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We designed an immersive retail experience that engaged shoppers. From the inviting aromas to the interactive in-store displays, every detail was crafted to create a tactile connection with the brand, leaving a lasting impression that set CUP apart from competitors.

Our campaign leveraged cultural storytelling, especially with the Honey Berry Mocha Java blend, which celebrated iconic pairings in music, sports, and film. By drawing parallels to well-known duos, we tapped into cultural relevance and created an emotional connection that positioned CUP as more than just a coffee—it became a celebration of culture and creativity.

At the heart of CUP is its unwavering commitment to D.I.R.E. (Diversity, Inclusion, Representation, and Equity), from crop to cup. We highlighted this mission throughout the campaign, ensuring that consumers understood their purchase was making a meaningful social impact. This purpose-driven messaging strongly resonated with modern, socially conscious consumers.

Our strategy extended beyond the retail environment, incorporating digital platforms to amplify CUP’s message. By maintaining a consistent brand experience across all touchpoints—both in-store and online—we drove engagement, built customer loyalty, and increased brand visibility in both the digital and physical spaces.

Channing & Company’s launch of Coffee Uplifts People (CUP) in Target and Whole Foods across the Northeast.

Merging immersive sensory experiences with rich cultural storytelling, we crafted campaigns that resonated culturally. We captivated shoppers with a tactile journey through CUP’s unique flavor profiles, while our cultural messaging connected the brand to iconic pairings in music, sports, and film, reinforcing its relevance and impact.

Our digital strategy seamlessly extended this experience online. Through visually compelling ads, emotive storytelling, and highly targeted campaigns, Channing & Company significantly increased CUP’s visibility across digital platforms. These efforts strengthened CUP’s identity as a socially responsible brand in the specialty coffee space, driving strong consumer engagement and ultimately contributing to the brand’s continued success, both in-store and online.

Cover Image: Communications highlighting CUP in Whole Foods featuring Founder Angela Yee.

OHH Advertising: CUP at Whole Foods Communications by Channing & Company

Managing Brand Assets and Delivering Excellence

Channing & Company's white glove service helped bring CUP’s unique flavors and mission-driven brand to Target shelves, reaching consumers both in-store and online!

Working with a top U.S. retailer like Target requires precision, strategy, and flawless execution—especially when delivering brand assets and managing product distribution. For Coffee Uplifts People (CUP), Channing & Company spearheaded the end-to-end process, ensuring that every detail was meticulously crafted, packaged, and delivered to Target’s team for both in-store and online distribution.

Our brand management process for CUP involved creating high-quality, compelling brand assets that reflected the core identity of the company—D.I.R.E. (Diversity, Inclusion, Representation, and Equity)—and communicated its premium, sensory-driven coffee experience. This required close collaboration between our design, marketing, and production teams to ensure that the brand’s visual identity, messaging, and packaging were consistent across all platforms. From product photography and packaging design to promotional graphics and digital content, every asset was tailored to Target’s specific requirements and standards.

When it came time to deliver these assets to Target, we followed a detailed, streamlined process that ensured seamless integration with Target’s in-house systems and platforms. This included preparing digital files in multiple formats, ensuring all product descriptions, specifications, and visual assets met Target’s rigorous quality checks, and adhering to their strict timelines. Every file, whether for in-store displays or for Target.com, was carefully curated to align with CUP’s brand vision while optimizing for consumer engagement.

Simultaneously, we coordinated the distribution of CUP products on Target.com, handling logistics from inventory management to product listings. By leveraging Target’s massive online marketplace, we ensured that CUP products were prominently featured, with clear, enticing visuals and descriptions designed to drive sales. CUP’s presence on Target.com was optimized with high-quality images, detailed product descriptions, and SEO-rich content to ensure maximum visibility.

Throughout the process, Channing & Company maintained clear communication with Target’s team, ensuring any updates or adjustments were made efficiently. Our goal was to deliver a seamless experience for both the retailer and CUP, ultimately positioning CUP as a standout brand in Target’s coffee category.

Through strategic brand management and a flawless asset delivery process, Channing & Company helped bring CUP’s unique flavors and mission-driven brand to Target shelves, reaching consumers both in-store and online!

Listed on Target.com | Brand Management by Channing & Company

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