Three boxes of Simple Mills products on a white background.

Client: Simple Mills

Go-to-Market Strategy with CPG food brand

Before becoming a pantry staple, startup consumer packaged goods brand Simple Mills enlisted 18 Coffees to establish a solid marketing infrastructure and brand awareness before hitting store shelves. Following 18 Coffees’ launch recommendations and corresponding marketing strategy, Simple Mills saw drastic growth and is now sold in nearly 30,000 stores nationwide.

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Our work included: Go-to-Market Strategy, Marketing Strategy, Content Strategy, Digital Marketing Strategy, Website Development

Three boxes of Simple Mills muffin mix are lined up in a row.
A honeycomb, jar, and honey dipper rest on a white table.
Hands crack an egg into a white mixing bowl. Other ingredients are scattered about the table.
Coconut, chocolate shavings, and almonds are scattered on a white table.

“18 Coffees are a group of creative, strategic geniuses who I would recommend wholeheartedly to any organization. They were extremely smart and were experts in their field — they really cared about helping their clients grow.”

— Eleanor Blackmer, Head of Marketing at Simple Mills

Our work

  • 18 Coffees worked with the early-stage startup to build customer profiles, outline KPIs, and overhaul key assets like the Simple Mills website and checkout process.

    External demand for Simple Mills products grew faster than anticipated — 18 Coffees helped organize and train internal marketing team members to prepare for scaled success.

  • Prior to Simple Mills expanded placement in big box supermarkets like Whole Foods, 18 Coffees established an effective launch strategy containing:

    1. Social Media Strategy: 18 Coffees set social media strategy and managed Simple Mills accounts in the short term while training staff for long-term success.

    2. Email Marketing: 18 Coffees gathered email leads with list building tactics via digital ads and social media.

    3. Advertising: 18 Coffees tested different calls-to-action to determine how to build brand loyalty and advocacy.

    Following the launch, Simple Mills saw an exponential increase in brand awareness with an average of 135% audience growth across social platforms.

  • As part of developing its marketing infrastructure, 18 Coffees built on the logo design of Simple Mills to create an entire branding guide and marketing infrastructure, including launching the social media and email programs, and overhauling the website to be a more effective eCommerce engine.

    The 18 Coffees team worked closely with the internal marketing team at Simple Mills to train talent and knowledge transfer, putting in place the building blocks for Simple Mills’ long-term success.