Supporting the small businesses that make up its own customer base.
Targeting
Independent coffee shop owners and customers
For a payments brand, authenticity is hard to buy through mass media. This campaign put SumUp’s message directly onto the cups of the independent cafés it exists to support, media and mission aligned in a single format.
Challenge
Connecting corporate with small businesses
Fintech and payments brands often feel corporate and distant from the small businesses that make up their actual customer base, undermining trust with the audience that matters most.
Why it worked
Messaging inside an authentic channel
Branding the coffee cups of independent cafés put the message inside a channel authentically tied to SumUp’s own positioning, supporting local business, reinforcing brand relevance every time a cup changed hands.
More work
