Big Challenge: make specialists more accessible and relatable
Most specialty coffee takes itself way too seriously. We were wanting to zag this trend and position Grumpy Mule as a brand for everyone - make it easy to buy, try, and enjoy.
F&F’s newly developed ‘Kick-Ass’ brand image conveys a positive, no-nonsense, and inclusive attitude.
Grumpy Mule
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Gross sales increased +40% (12 months end Nov 25 vs 12 months Nov 24) with little marketing expenditure.
New listings in Waitrose, Coop and Ocado.
Consumers responded strongly, with 92% giving positive or neutral feedback, including 32% who said, ‘I love it.’
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Brand positioning
Research planning
Brand identity
Packaging design
Copywriting
Brand world
“Huge thanks, F&F. You’ve been right there with us through every head-scratching moment, every breakthrough, and every win.
You’ve felt like a true extension of our team, bringing fresh perspective, thoughtful challenge, and real-world expertise that’s grounded in experience, not just theory.”
Eleanor Morris, Commercial Marketing Manager, Cafedirect Group