San Antonio-based Local Coffee selected Cultivate PR to launch their first cafe in the Austin market, a city booming with independently owned cafes. Re-branded as Merit -- to allow for authentic market expansion and to further align with the company’s roasting facility, Merit Roasting Co., Cultivate had to introduce the concept to consumers while simultaneously educating them on the quality and success of Local Coffee.
What we did
Cultivate leveraged Merit’s various points of differentiation to secure media coverage and social media interest across subject verticals, from the brand’s strong “no attitude” service point of view, to its feminine design aesthetic, to its authority on roasting and preparation. Cultivate secured over 66 million impressions for Merit.
After successfully launching their first Austin location in the Seaholm District, Merit retained Cultivate’s services to launch a second Austin location, as well as two locations in Dallas.