THE STARBUCKS x TASTEMADE COFFEE COOKBOOK.

Senior Account Executive · The Integer Group

CPG · Retail · Branded Content · Partnerships

OVERVIEW

Summertime was a slower season for Starbucks CPG at US retailers — and the brief was to change that. The target was an aspiring tastemaker: a food-forward consumer who loved to explore and entertain, but hadn't yet thought of coffee as a recipe ingredient.

The solution was a first-of-its-kind branded cookbook, produced in partnership with Tastemade, featuring Cold Brew as the hero SKU and four Tastemade creators contributing original recipes across four occasions — dawn, midday, sunset, and dusk. Free with purchase, distributed in-store and amplified across Tastemade and Starbucks owned channels.

WHAT I OWNED

Partnership & Content Development: Led the Tastemade partnership — identifying the opportunity, scoping the cookbook concept, and managing content development across four Tastemade creators and multiple Starbucks SKUs.

Retail & Shopper Integration: Coordinated in-store shopper marketing execution alongside the digital and social rollout, ensuring the cookbook drove demand at the point of purchase across retail locations.

Channel & Ecosystem Management: Managed the full promotional ecosystem — Tastemade creator channels, Starbucks owned social, email, and digital — ensuring consistent messaging from shelf to screen.

THE CHALLENGE

Cold Brew was growing but summer was still an underperforming season for Starbucks CPG. The brief required a reason for a consumer who already liked Starbucks to make an additional, incremental purchase — not just reach a new one. A coveted physical object, free with purchase, gave her exactly that reason.