Blank Street coffee company, known for its iconic pastel green branding and speciality coffee, originally hails from Brooklyn, New York, where it was founded in 2020. It had the aim of offering a clean, natural, and high-quality menu to customers at affordable prices. Today, the original coffee cart has expanded to multiple locations across the Big Apple, Washington DC, and Boston in the US and has also taken the UK by storm since heading over the pond in 2022, with sites in London currently sitting at over 30.
Last month, Blank Street launched an unforgettable campaign with American pop icon Sabrina Carpenter, in town to take to the stage at Capital’s Summertime Ball. The clever collaboration played on self-confessed Blank Street fan Sabrina’s chart-topping hit single "Espresso" and her upcoming album "Short n’ Sweet," cleverly merging the worlds of music and coffee.
Fans were surprised and thrilled to see Sabrina take on the role of a barista at Blank Street's Charlotte Street location in London. The pop star was seen serving up free coffee and interacting with customers, turning a regular drinks run into a memorable experience for all and creating a unique and wholesome fan moment.
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A post shared by Blank Street (@blankstreet)
Why It Worked
Authenticity and Engagement: The campaign felt genuinely tied to Sabrina’s personal brand, especially with her single "Espresso" dominating the charts. Fans were able to experience a personal interaction with her, making it seem more authentic and personal.
Creating Buzz: The event was strategically leaked via social media, generating anticipation and excitement. Photos and videos of Sabrina serving coffee instantly went viral on social media platforms, resulting in an unprecedented influx of customers during her ‘shift’. Fans also took to social media, further amplifying brand awareness and reach.
The Blank Street x Sabrina Carpenter campaign shows how influencer collaborations can create powerful marketing moments. The campaign served to not only promote Sabrina's music but also elevated Blank Street brand presence. Win, Win!
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A post shared by Team Sabrina (@teamsabrina)
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