National Coffee Chain
Bus Transit Media

In an era where coffee has evolved from a mere beverage to a daily ritual, a national coffee shop and quick-service restaurant (QSR) chain embarked on a mission to increase foot traffic to their brick-and-mortar locations. Recognizing the significance of integrating their brand seamlessly into consumers’ everyday lives, they sought a commuter-specific medium that perfectly aligned with their vision—an out-of-home (OOH) transit campaign. 

The brand chose to target an area bustling with commuters and near their locations in Northeast New Jersey. In this region, bus transit reigns supreme as a vital commuter medium. It presented a golden opportunity to place their brand in the heart of their target market. 

Situated in the densely populated northern half of New Jersey, the coffee shop aimed to leverage the massive impact of a transit campaign for maximum visibility and foot traffic to their locations. New Jersey Transit’s extensive coverage offered the perfect stage to influence morning routines.

The campaign deployed 50 Bus Kings—signage placements that dominate the sides of buses, ensuring that the coffee shop’s message became unmissable to both pedestrian and motor commuters throughout the surrounding area. The campaign took place during a four-week period from March to April 2022 and was measured against key performance indicators (KPIs), lift in foot traffic.