THE EMBER
RELAUNCH

A Brand Proposal for Ember Coffee Roasters — April 2025

You're a specialty roaster that the market is treating like a commodity.

Aided brand awareness: 18%
(vs 34% category average)

Repeat purchase rate: 31%
(vs 54% for comparable roasters)

Google search brand vs. category: 1:9 ratio
(people search "specialty coffee," not "Ember")

The Audience Shift

Your next 50,000 customers are not searching for you.

EARNED,
NOT POURED.

A platform that celebrates the obsessive care behind Ember's sourcing — and makes the audience feel like insiders, not customers.

We're not selling coffee. We're granting access to a world of quality that most brands can't reach. Every touchpoint reinforces: this is for people who know the difference.

Campaign Architecture

HERO

60-second brand film: "The Harvest Letter" — a journey from origin to roastery, narrated by a farmer's note to Ember's head roaster.

ALWAYS-ON

Weekly origin emails: "Field Notes" — micro-stories from growers, roasting notes, limited drops. Build the insider list.

EARNED

Press + creator seeding: 40 specialty food creators, tasting kits, origin stories. Target: 12M organic reach.

PAID

Meta + YouTube pre-roll, retargeting buyers at 30-day lapse. Keep the brand in-market for high-value segments.

Channel Plan

Channel	Format	Cadence	Budget %	KPI
Hero Film	60s brand	One-time	22%	4M impressions
Field Notes Email	Weekly stories	Ongoing	8%	38% open rate
Creator Seeding	40 creators	Once	14%	12M reach
Meta Paid	Carousel + video	Always-on	28%	$1.40 CPC
YouTube Pre-roll	15s spots	Always-on	18%	65% VTR
PR + Editorial	Media pitching	Ongoing	10%	8 tier-1 placements

Production Timeline

MAY 30

Brief Sign-off

Strategy locked, creative brief approved

JUN 1–20

Creative Dev

Concept, scripts, storyboards, client review

JUN 23–JUL 11

Production

Shoot, content capture, photography

JUL 14–25

Post + Delivery

Edit, color, sound, final review, delivery

AUG 4

Launch

Campaign go-live across all channels

SEP 1

Reporting

30-day performance analysis, optimization

The Team

Nadia Osei

Creative Director

12 years building campaigns for independent food brands. Past: Oat & Co, Field Day. Obsessed with making quality visible.

Ben Kurz

Strategist

Brand positioning specialist. Former Wieden+Kennedy. Turns market insight into creative platforms that stick.

Lena Mraz

Producer

Film and content production lead. Manages crews, timelines, budgets. Makes the impossible happen on schedule.

Marcus Hill

Account Director

Client partnership. Your single point of contact. Translates creative ambition into business results.

Grain & Hive Campaign

6-month brand relaunch for artisan grain company

+41% brand search lift in 6 months

+23pts aided awareness among target segment

+18% repeat purchase rate within existing customer base

Trade press pick-up: Bon Appétit, Eater, Food & Wine, Serious Eats

Investment

What's Included

→ Brand strategy & creative brief
→ Creative development & production
→ Media planning & channel strategy
→ Campaign reporting dashboard
→ 12-month licensing of all assets

Fee Structure

Strategy & Creative $48,000

Production $62,000

Media Management Fee $18,000

Total Agency Fees $128,000

Recommended Media Spend

$140,000

Sign the brief.
Transfer the deposit.
We start June 1.

Nadia Osei, Creative Director

nadia@studioparallax.co • +1 415 892 4471

Your next 50,000 customers found a different roaster last week. Let's fix that.

THE EMBERRELAUNCH