Joel Appel, founder of Zach & Dani's Ready to Roast, knows coffee. He began his odyssey to discover the perfect brew when he was a brand manager at Quaker Oats Co. in Chicago. Quaker once owned Continental Coffee, which delivered coffee to upscale restaurants and resort hotels. One day Joel decided to invent a machine so people could roast beans from all over the world in their own homes.

And invent he did. Zach & Dani's developed a MARVEL of modern technology to update the timeless pleasure of drinking freshly brewed, gourmet coffee. About the size of the typical drip coffee maker, the patented roaster uses catalytic converter technology. Home roasting is as easy as popping popcorn in a home popper and takes just 20 to 30 minutes.

Zach & Dani's searches the planet to find the finest unroasted beans and sells them via the Internet for about half the cost of roasted beans from coffee shops.

Joel's company retained Brent Green & Associates to develop a direct marketing campaign designed to appeal to Boomers. We incorporated values and aspirations of importance to this spiritually and aesthetically focused group.

These attributes include:

Accordingly, Brent Green and graphic designer Terra Brown developed an ephemeral and visually appealing brochure and product package insert:

To help us make an essential psychic link with Boomers, we also developed a powerful and personal cover letter:

Initial campaign results substantiate our underlying creative and marketing strategies. Internet traffic has increased dramatically. Bean sales have successfully trended upward. Plus the company received a feature article in the Denver Business Journal.