Our Approach

We created a simple 1-for-1 initiative:

For every bag of coffee beans sold in December, Coffeecompany donated one cup of coffee to visitors of De Regenboog Groep’s walk-in centres in Amsterdam.

Suddenly, buying a bag of beans at the counter became two things at once:

• a gift to enjoy at home, and

• a moment of warmth for someone in a vulnerable situation.

Key campaign choices

• Simple mechanism: 1 bag = 1 cup. Clear, memorable, and easy to explain.

• Hero product: the Donkere Dagen Special - a festive speciality blend with bold tasting notes (cherry bubblegum, orange, dried mango).

• Storytelling on and around the packaging: the same story appeared everywhere. On the bag itself, in-store visuals, and online content, reinforcing one message: your coffee brings warmth to both sides of the city.

Why It Works

• Double value for the buyer
  You’re giving someone great coffee and a good feeling. Exactly what people look for in December: meaningful gifts.

• Strong brand fit
  Coffeecompany has always been about places where people connect. This campaign made that promise tangible for those who are too often overlooked.

• People, not marketing talk
  By giving a voice to De Regenboog Groep and their visitors, the initiative felt real and close by not having a “charity badge,” but a genuine collaboration.