Challenge national perceptions that convenience store coffee is low in quality by increasing awareness and trial of Circle K coffee. 

The agency rebranded a local Nashville coffee shop into Kafe, an artisanal shop that secretly serves  Circle K’s coffee to see if consumers could taste the difference.

The  shop’s look and feel was an indie cafe/coffee house, complete with local artist performances. Throughout the day, as consumers enjoyed free coffee and pastries, the staff dropped a curtain revealing a Circle K sign, took off their Kafe aprons to reveal a Circle K t-shirt and removed the Kafe cup sleeve to reveal that consumers were actually drinking Circle K coffee. During the big reveal, the musician broke into an originally-composed Circle K jingle (“Surprise, Surprise”.)

Reactions and interviews were captured on camera and shared on Circle K’s social media channels and on local TV and radio.