Nabob begins Respect the Bean campaign
Kraft Canada has begun an advertising campaign for its Nabob coffee brand called "Respect the Bean." The campaign, developed by Ogilvy & Mather of Toronto, is aimed at consumers who are seeking an unpretentious cup of coffee. The effort makes use of television commercials and online videos in which Nabob representatives bring various iced, frozen and mixed coffee drinks to Colombian coffee farmers to get their opinions. The campaign will also include social media activities, public relations and out-of-home advertising. A French-language version of the campaign will begin in Quebec next month. Media is being managed by Starcom, while public relations are being conducted by Citizen Optimum.