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Open Pantry and GSP Launch Rainforest Coffee Campaign

PLEASANT PRAIRIE, Wis. -- Open Pantry, a convenience store chain with 26 stores throughout Milwaukee and Madison, Wis., partnered with GSP Marketing Technologies to launch the Rainforest Alliance coffee campaign to promote its new coffee blend farmed without harming the rainforests by leveraging a unique in-store experience developed by GSP, the companies reported.

GSP designed a rainforest habitat to incorporate the rainforest look and feel into each store, transforming the coffee area into a rainforest complete with jungle-themed designs, steam from a fog machine and a motion triggered lightning display as people approached the area. Other areas of the store, especially the outside pump area, were affixed with the graphics and frogs all inviting the consumer to the newly transformed area.

"GSP helped us create a very unique experience for our customers, which generated new buzz within our market space and has led to a great sales increase," said Jim Fiene, COO of Open Pantry.

The theme not only created excitement in an interactive environment for customers, it also promoted the free water with a coffee campaign. The overall campaign is estimated to increase coffee unit sales by 18 percent this past year.

"The cherry on top of the whole thing is we create an interaction between the consumer and the employee, which is the best thing you can do in a convenience store," said Fiene. "GSP was a great partner on this project and I look forward to solving the next retailing challenge with them."

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