The Challenge
Ruta Maya is a coffee brand roasting organic arabica grown in mineral-rich highland soil, sold as whole bean and ground roasts from dark to decaf. Coffee is a habit purchase, and moving a customer from their usual bag to a new one takes repeated, credible exposure in the moments they are actually making coffee.
Ruta Maya asked Terrier Agency for a creator campaign that would put the brand into everyday morning routines and put a value on the reach it earned.
Our Approach
We selected home coffee, food and lifestyle creators and briefed them around the ritual of making a cup rather than around the packaging.
- Creators showed grinding, brewing and tasting at home, the context a buyer relates to
- Briefs highlighted origin, roast profile and flavour in the creator’s own words
- Carousel and Reel formats were mixed so the content worked for both saves and views
- Every post was reviewed against brand guidelines before publication
The posts linked from this page are typical of the campaign’s warm, at-home look.
The Results
Thirty-eight pieces of content generated 506,981 estimated views and an estimated earned media value of £5,741.81, alongside a bank of creator imagery Ruta Maya can reuse on its own site and social channels.
Why Routine Content Moves Coffee
Coffee is bought on habit, and a habit only changes when a new brand shows up repeatedly in the moment a person is making their morning cup. That is what at-home creator content does that a pack shot cannot. The 506,981 estimated views are the reach, and the estimated earned media value of £5,741.81 puts a paid-equivalent figure on it, useful when the brand is planning where to spend next.
