Redeye Roasters
Bob Weeks, the masermind behind Redeye Roasters, is one busy guy. If he’s not out travelling the world in search of the best coffee beans, he’s at his lab and retail store in Hingham hand-roasting another small batch. However, what good is making terrific coffee if nobody knows about it?
We came on board to help make sure people became more familiar with not only his coffee, but Bob himself. Our strategy was to expose the quality and authenticity of the brand by using the face of the company. We wanted consumers to have a better understanding of what actually went into filling a bag with beans before it hit the shelf at Whole Foods. We wanted to educate folks about freshness; we wanted to explain why a “roasted on” date means the difference between an OK cup and a great cup of coffee. We wanted to help differentiate Bob from the other coffee guys.
“The Bob Series” became the vehicle for Bob to tell his story; share his passion, and communicate directly to an audience of current Redeye customers and soon-to-be coffee connoisseurs. Seven segments were produced and distributed on the Redeye corporate site and blog, as well as select social networking sites.