Retail growth agency Blackdog has been appointed by leading global environmental charity, WWF to help launch Earthbrew, a new sustainable, premium coffee where “every cup funds nature”.

Earthbrew, WWF’s first branded product in the category, debuted in September with Colombian Supremo whole-bean coffee pouches, with a ground version following in October as the next step in the range to meet the needs of a wider audience of at-home coffee drinkers.

Blackdog secured the business after a three-way competitive pitch with a remit that is both strategic and executional. It will take Earthbrew to market by engaging the retail/grocery trade via experiential/events/sampling activity, and building a route towards premium retail distribution as well as growing brand awareness.

Blackdog has developed the overarching launch proposition for both consumer and trade creative territories – “Wake up and smell the rainforest” and “Discover Earthbrew” respectively – with a comprehensive brand toolkit underpinning all Blackdog work and for use by other partners, reinforcing Earthbrew as a premium, desirable, credible, modern brand. The agency also helped develop back-of-pack copy.

Commenting on the launch and the special kind of support required of a partner agency, Kezia Moore from WWF said: “Launching a new premium brand is hard enough but when it’s in a category where we have limited experience, there’s an added challenge!

“That’s why we needed a true retail expert, someone who could not just create a launch campaign but help us map out Earthbrew’s longer-term development and how to turn it into a credible retail proposition, so that Earthbrew is seen as a confident brand that naturally belongs in premium retail.

“During the pitch, Blackdog showed us that they understood the interplay between shoppers, retailers and brands like no one else we were talking to so they were a natural choice for the job.”

Jackie Hemmings from Blackdog added: “Every agency loves to support a truly new, purpose-driven initiative, and while there are plenty of coffee brands on the market, this is a first for WWF as it enters an entirely new commercial category, with a very special offer. All of these elements make the task a very exciting one and our skillset means we know we can create momentum strong enough to interest retailers.”

Future marketing initiatives under discussion as part of the longer-term roadmap include in-store activity, pops up, further exhibitions as well as OOH.

Earthbrew is available to purchase from the WWF online shop.

WWF is supporting the Earthbrew launch with supporter communications, email activity and WWF Action magazine sampling.

Colombian Supremo 100% Arabica speciality-grade whole bean coffee a single origin, medium roast, speciality grade (83+ SCA) and grown and hand-picked in high altitude regions of Colombia’s Andes mountains.