Published On: 25/07/20192 min read


  • Campaign reach in excess of 221 million, with over 60% of coverage in tier one titles and achieving 50% more coverage than the initial KPI.
  • Press coverage has helped to establish pipeline of leads to the value of over £3 million.
  • Consumer campaign working with influencers such as BBC Radio One’s Gemma Cairney and Youtuber Madeleine Olivia secured over 8,000 signatures for petition.
  • Secured more than 10 Frugal Cup ‘Pioneers’ to trial the cups in cafes across the UK.


Frugalpac’s innovative recyclable coffee cup – the Frugal Cup – made with 100% recycled paper, had already caused a splash when it was first invented. At the beginning of 2019, they approached Storm to support their drive to be stocked in cafes across the UK and become the solution to the country’s disposable cup waste problem.

The company wanted to reach both coffee shops and consumers alike, so we developed a two-pronged campaign called #getFrugal to raise awareness of the Frugal Cup’s unrivalled environmentally friendly properties. The cup factory’s opening was used as a platform to secure media interest, followed by a series of thought leadership articles, conference opportunities and interviews promoting the Frugal Cup, including pieces in the Guardian, Forbes and trade titles Café Life and Packaging News.

Working alongside YouTuber Madeleine Olivia, we set up a petition for consumers supporting recyclable cups, which secured nearly 8,000 signatures in four months. Further work with eco-influencers secured opportunities of over 1 million. We also recruited BBC Radio One’s Gemma Cairney to design a bespoke cup, which she took to Glastonbury, and also provided interviews on BBC Radio London and in the Sun’s Fabulous supplement.

Cafes in key locations across the country were handpicked to take part as Frugal Cup Pioneers. We shared localised releases for each of the coffee shops with regional press, securing interviews with key titles such as The Daily Echo, the East Anglian Daily Times and the Daily Post Wales.

Commenting on the success of the campaign, Rebecca Turner, Head of Marketing at Frugalpac, said: “Having a PR campaign to support Frugalpac, following the opening of our factory, has been invaluable in securing leads and it’s been instrumental for us in terms of reaching coffee shops with our product. We’re looking forward to the next phase of the campaign and seeing Frugalpac become the leading coffee cup on the market.”