Best Local Brand Finalist New Mexico Pinon Coffee
In 1994, New Mexico Piñon Coffee began with our founder creating one of New Mexico’s favorite coffee blends in a small 15lb roaster from the bed of a classic red truck. Our iconic and distinctive Southwest flavored coffees propelled us to be one of the largest coffee roasters in the state and our brand captures our New Mexican roots with a fun, modern twist. Our red and yellow branding colors pay homage to our state flag and the red truck where it all began, with black being incorporated as a secondary color to add a sleek edge.
We utilize online advertising through social media channels like Facebook, Instagram, YouTube, and Pinterest to keep us front of mind. Social media is the largest portion of our advertising budget because we can target specifically based on the demographics of each channel. We have invested in sturdy, well-designed retail packaging to make sure our brand is easily visible on the sales floor and stands out among competitors. This makes our brand seem more valuable and professional, and also aids with finding our product in stores. Each features our slogan: Great Coffee is a Matter of a Piñon.
Our e-commerce website was redesigned to elevate the customer experience with improved customer accounts, in-store pick-up, and products are organized to encourage browsing. We utilize a front-page slider to feature products and post interesting coffee articles, recipes, and contests on our blog. Email newsletters are sent out 4x per month to promote new products, seasonal offerings, and more. We hold several social media contests throughout the year to encourage people to sign-up for our email list to increase the avenues that people will see our brand.
Traditional advertising is used throughout the year and sparingly during our busiest season. Radio endorsements are utilized each week with radio personalities who fit our brand: fun, upbeat, and energetic hosts on 100.3 The Peak, whose core listeners fit right into our target demographic. During the holidays, we utilize more traditional radio spots and in-house made commercials to highlight our locally-made product being given to other locals or outside the state. During Balloon Fiesta, we will utilize a branding billboard along the interstate to be bright and highlight our sponsorship of the event. Lastly, we typically get a shout-out from Albuquerque the Magazine each year as one of the Top 5 “Best of the City” choices. Last year, we were chosen as the “Best Local Coffee Shop” and this year, we were chosen as the “Best Product Made Locally.”