Wide Awake Coffee Co., the coffee brand procured by Topco Associates for its member-owners, is partnering with Crayola on a co-branded holiday campaign pairing a cup of coffee with a creative break from holiday activities. The promotion is running in November and December.
The campaign encourages shoppers to take a break during the holiday season through “coloring, drawing or a mindful pause.” Shoppers can download co-branded coloring sheets at Crayola.com or through the Crayola Adult Coloring app, and the activation supports the new Crayola All Grown Up line of alcohol-based markers and acrylic paint markers designed for adults.
Seasonal recharge
“Coffee has a unique way of creating a moment to pause, recharge and enjoy the season,” said Rebecca Calvin, EVP and chief marketing officer at Stater Bros. Markets, a Topco member-owner. “Through this partnership with Crayola, we’re celebrating that everyday ritual while inviting shoppers to pair their favorite cup of Wide Awake Coffee with a moment of creativity, crafting simple, meaningful opportunities to slow down, step away from the hustle and bustle, and savor the holiday season.”
“Creativity doesn’t end with childhood and neither does the desire to discover, make and express yourself,” said Anna Roca, head of global partnerships at Crayola. “Through Crayola All Grown Up, we’re helping adults reconnect with creativity in ways that fit their lives today. Partnering with Wide Awake Coffee Co. is a natural extension of that mission.”
Sampling and giveaways
The brands will co-host a social media giveaway Nov. 16-Dec. 11, with a weekly winner receiving a prize pack, and Wide Awake coffee will be sampled Dec. 4 at participating Crayola Experience locations during the Crayola After Dark event.
The campaign follows Wide Awake’s fall brand refresh, which introduced owl-centered packaging, a refined color palette and a five-point roast scale, with an assortment that has grown past 50 items spanning classic, organic and single-origin roasts, creamers and syrups, all made with 100 percent Arabica coffee. Wide Awake products are available in thousands of Topco member stores nationwide.
Crayola, based in Easton, Pennsylvania, is a subsidiary of Hallmark Cards.
Related: Topco Refreshes, Expands Wide Awake Coffee Co. Brand