Green Mountain Coffee Roasters (GMCR) is a leader in the specialty coffee industry, known for its award-winning coffees, brewing technology and socially responsible business practices.

Situation

• Green Mountain Coffee Roasters announced an agreement to acquire Tully’s Coffee Corporation.
• The acquisition hinged on approval by both companies’ shareholders, so GMCR called on The Fearey Group to help build support and manage media relations.

 Solution

• Delivered strategic messages and reassurances not only to GMCR shareholders, but also to Tully’s shareholders in an effort to close the sale.
• Managed the media and provided counsel on both external and internal communications.
• Planned a radio campaign and press conference at Tully’s roasting plant with attendees from all Seattle media outlets.

 Results

• In 2009, GMCR successfully acquired the Tully’s Coffee brand and wholesale business.