Community Coffee debuted a fresh new look and branding at the National Restaurant Association show in 2017 and looked to HireInfluence for a powerful strategy that would drive booth traffic, engage show patrons and position Community Coffee as a forward-thinking brand. Additionally, Community Coffee introduced their new product line, “Sweet Lemonade” at the event, in which they aimed to build exposure for.


We targeted top-tier celebrity influencers that specialized in food photography, staging and styling with a targeted age demographic of 25-40 years old. The selected influencer had demonstrated the ability to speak with a large, live audience on the topic of photography and proper food styling, along with the importance of using social media in marketing and engagement strategies.


We selected one celebrity influencer to represent Community Coffee at the NRA Show in Chicago, IL. The selected influencer held 6, 1-hr demonstrations at Community Coffee’s show booth over the course of the weekend. Three focused products (Iced Coffee, Iced Tea and Sweet Lemonade) were used to demo proper food styling techniques, photography and editing tricks for booth guests.

Our celebrity influencer began announcing her collaboration with Community Coffee with a teaser via Instagram prior to departing for Chicago. Over the course of the weekend, behind-the-scenes photo and video content from the demonstration, along with final stylized product shots were posted to Instagram and Instagram stories. Due to the nature of trade shows, all content was syndicated to Twitter and properly tagged with the official #NRAShow17 hashtag to contribute to social media buzz created at the event.

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