Guru Plant-Based Drink to Launch Campaign Across Canada
Montreal-based Guru Organic Energy Corp., Canada’s leading organic energy drink brand, announces the launch of “Made with Plants,” a national campaign that highlights Guru ’s exclusive market position as the only plant-based drink in its category and introduces Guayusa Tropical Punch to Canadians from coast to coast after its successful launch in Quebec in late 2021.
Developed in collaboration with Sid Lee, the six-week integrated, omnichannel campaign will kick off at the end of March. It features Guru’s full lineup of plant-based drinks (Original, Lite, Matcha, Yerba Mate and Guayusa Tropical Punch) and focuses on one of Guru’s key differentiators: its entirely plant-based and organic list of ingredients. The campaign will also be supported by the first large-scale in-store activation program, with the support of Guru’s exclusive Canadian distributor.
“Made with Plants is a bold campaign that introduces Guru’s better-for-you products to consumers across Canada and marks the beginning of the next phase of our ambitious Canadian growth plan. This campaign puts forward a fresh take on how natural, plant-based energy can fuel a healthy and active lifestyle. With the objective of creating awareness, encouraging trial, and reinforcing the fact that Guru is the better-for-you option in the market, the campaign builds on Guru’s momentum as the fastest-growing organic energy drink in Canada in the last 52 weeks,” said Carl Goyette, president and CEO, citing Nielsen data.
“This campaign also marks the national launch of our most recent innovation, Guayusa Tropical Punch. The first phase of its launch in Quebec was a huge hit, with Guayusa now ranking as the #6 energy drink in Quebec’s convenience and gas channel and as the industry’s top innovation both in 2021 and 2022-to date,” Goyette said, again citing Nielsen data.
Recent internal data shows Guru products’ weighted distribution at over 90 percent in the convenience and gas channel, and over 50 percent in the grocery, drug and mass channel in Canada (excluding Quebec), supporting this major marketing initiative. The campaign will include a comprehensive mix of out-of-home banners, digital and print content on leading platforms, partnerships with select influencers, in addition to sampling events and activations in major cities across the country.
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Starbucks Outlines Reusable Cup, Recycle App, EV Route Plans
Starbucks has outlined efforts to reduce waste through innovative reusable cup programs, launched a waste and recycling app to support partners’ sustainability efforts and a pilot program with Volvo to help electrify a driving route from the Colorado Rockies to Seattle.
“We have a bold long-term sustainability vision and ambitious goals for 2030,” said Starbucks president and CEO, Kevin Johnson. “Starbucks partners around the world are passionate about protecting our planet and are at the very center of driving the innovation that enables us to give more than we take from the planet.”
To help reach the company’s goal of reducing waste by 50 percent by 2030, Starbucks is shifting away from single-use plastics and piloting reusable cup programs in six markets around the world. By the end of next year, customers will be able to use their own personal reusable cup for every Starbucks visit in the U.S. and Canada – including in café, drive-thru and mobile order and pay. The goal, by 2025, is to create a cultural movement toward reusables by giving customers easy access to a personal or Starbucks provided reusable to-go cup for every visit.
Starbucks continues to test multiple “Borrow-A-Cup” and reusable operating models in the United States, United Kingdom, Japan and Singapore, with more countries in the year ahead. In addition, the company continues to encourage customers to bring their own cup and to emphasize for-here-ware as the default sit-and-stay experience, while exploring new customer incentives and technologies, such as cup washing stations at café counters.
The company is also launching a new Starbucks Partner Waste and Recycling App, developed by partners as part of the Greener Stores Innovation Challenge, to help partners navigate complex and unique store recycling guidelines. The app puts everything partners need to know to reduce waste and recycle in one place; it features store specific information and notifications, a sorting guide and the option to create store specific signage for partners and customers.
“Starbucks is spending this year testing innovative new ways to reduce waste and reduce our carbon footprint,” said Michael Kobori, chief sustainability officer. “Some of our best innovations, like the Waste and Recycling App, come directly from our store partners. Our store partners know their customers and communities best. When we work together with our partners, we find better solutions to create a more sustainable future for our planet and people.”
In addition, Starbucks continues to rapidly expand its roster of renewable energy and decarbonization projects in the United States, including a new pilot program with Volvo Cars to electrify the driving route from the Colorado Rockies to the Starbucks Support Center in Seattle, providing a string of familiar, reliable, clean and safe places to recharge themselves and their battery-powered vehicles.
By the end of 2022, Volvo-branded electric vehicle chargers, powered by ChargePoint, will be available at up to 15 Starbucks stores along a 1,350-mile route from the Denver area to the coffee company’s Seattle headquarters, as part of the company’s 2,700 Greener Store portfolio. These DC Fast Chargers will be placed at Starbucks stores about every 100 miles, adding much-needed peace of mind for EV drivers, who we know see today’s limited charging infrastructure as a major barrier to purchase. While customer’s cars are recharging outside, drivers can relax comfortably inside with their favorite Starbucks beverage.
By 2030, Starbucks aspires to lead the retail industry in decarbonization solutions, including Electric Vehicle charging and onsite solar availability at stores and in adjacent locations. Starbucks plans to continue expanding its solar pilot locations to 55 new stores this year.
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Goya Delivers Food, Rosaries for Ukraine Relief
What started as a mission to nourish the body, has turned into a mission of nourishing the soul to bring peace and prayer to the people of Ukraine. Goya arrived in Poland to distribute more than 15,000 rosaries that were donated by Americans from around the country for Ukraine relief.
A hand-written letter with a request for rosaries from the Dominican priests in Ukraine was sent just as the Goya team arrived in Poland with the 15,000 rosaries; 7,500 rosaries were delivered into Ukraine.
The Goya team was led to go to the Ukraine border in Hrebenne by the Dominican priests and Our Lady of Mercy Sisters to the Knights of Columbus Mercy Hut Welcome Center, where a temporary chapel has been set up to distribute the rosaries.
On March 18, the third phase of Goya’s humanitarian and now spiritual mission brought the Goya team to Częstochowa, the spiritual capital of Poland, where a globally televised Holy Mass was celebrated by Archbishop of Częstochowa Waclaw Depo at the National Shrine of Our Lady of Częstochowa. The Archbishop joined the Vatican and Pope Francis’ call for prayer and world peace.
Is your specialty foods company involved in sending Ukraine relief? Please email Gourmet News Senior Editor A.J. Flick, aj_f@oser.com, and let us know!
