KEURIG DR PEPPER:GMCR
EARNED MEDIA CAMPAIGN FOR GMCR WITH MARTHA STEWART.
Strategy + Concept Development
For the Fall Naturale launch, our team developed a campaign centered on radical simplicity: showcase the product’s all-natural essence with an idea that couldn’t be ignored. The result? Martha Stewart ‘naked’ on Instagram Stories - a cheeky, self-aware stunt that invited attention, not demanded it.
The concept played off cultural dualities: natural vs. curated, legacy vs. platform-native, the domestic goddess meets postmodern humor. Designed as an earned-media play from the start, the campaign relied on cultural tension and restraint, not big production or heavy spend.
For the Fall Naturale launch, our team developed a campaign centered on radical simplicity: showcase the product’s all-natural essence with an idea that couldn’t be ignored. The result? Martha Stewart ‘naked’ on Instagram Stories - a cheeky, self-aware stunt that invited attention, not demanded it.
The concept played off cultural dualities: natural vs. curated, legacy vs. platform-native, the domestic goddess meets postmodern humor. Designed as an earned-media play from the start, the campaign relied on cultural tension and restraint, not big production or heavy spend.
RESULTS:
It became a standout example of how a simple strategic insight — the power of natural - can ripple across culture when matched with the right talent, tone, and timing.
- 6.6M views
- 130K+ likes
- 10K+ comments
- Viral media pickup across lifestyle, food, and celeb press
It became a standout example of how a simple strategic insight — the power of natural - can ripple across culture when matched with the right talent, tone, and timing.