In September, customers of the Mellower Coffee chain, with 80 stores spread across Shanghai and Beijing, China, will be able to try coffee from three coffee-producing regions in the south of Minas Gerais and one in the west of Bahia. When they click on the digital menu to choose the drink, consumers will also be able to learn the story about the grain producer while enjoying a cup.
The testimonials of Brazilian suppliers appear in videos of about one and a half minutes each. The pieces were produced throughout the month of June by the organizers of the campaign – CECAFÉ (the council of coffee exporters), which works in partnership with the Brazilian Embassy to coordinate the coffee tastings. With the initiative, the idea is to create interest in the product and allow the Chinese to get closer to the coffee producers.
