SAN FRANCISCO—Ruder Finn has been selected by The Good Earth Company to launch its new premium organic coffee brand, Good Earth Coffee. Ruder Finn/West senior vice president Lisa Novak will lead the strategic direction and execution of the public relations program for the national introduction of Good Earth Coffee’ s medium roast, dark roast and decaf blends.
Ruder Finn’s launch campaign will kick-off this fall with a nationwide Good Earth “Mom’s Morning Cup” contest that will engage women age 30 to 54 in the simple, everyday enjoyment of premium coffee.The program will include communications support in U.S markets nationwide as well as sampling efforts and an online contest offering real life parenting survival tips.
“Ruder Finn’s extensive experience in the food and beverage industry, specifically in the natural and organic beverage space, made them a clear choice,” said Deborah Glasser, director of new product development for The Good Earth Company. “Consumers are looking for healthy, environmentally friendly ways to enhance their lifestyle, and Good Earth Coffee delivers on all of these fronts. We are excited to enlist Ruder Finn in our efforts to bring this message to the general public.”