FreshGround
From product-led promotion, to thought provoking commentary in key target market media
About FreshGround
FreshGround Coffee provides premium workplace coffee solutions, helping businesses enhance employee experience and create vibrant, connected office environments. Its mission is simple – to elevate the workplace coffee experience beyond convenience, making it central to company culture and collaboration.
The Challenge
FreshGround had traditionally relied on product-focused marketing to build awareness and drive sales.
However, as competition in the sector increased, it recognised the need for a more strategic approach – one that would position the brand as a thought leader rather than just a supplier.
The challenge was to develop a creative, insight-led campaign that could shift perception, generate meaningful media coverage, and spark conversation around the evolving role of coffee in the modern workplace.
Our Solution
Catalyst PR partnered with FreshGround to develop a bold, thought-provoking campaign built around a simple but powerful idea: “Is the coffee machine the new photocopier?”
Drawing on cultural insights, we explored how coffee culture had evolved from the high street into the workplace, transforming office coffee machines into new social hubs where colleagues connect, share ideas, and collaborate. The campaign reframed the conversation around coffee in the office, positioning FreshGround at the heart of workplace culture, productivity, and wellbeing.
It also drew upon the evolving role of coffee shops as ‘social hubs’ on the high street, and how in recent years that has transferred into the office environment, particularly with the rise of shared communal spaces.
The Result
From just one campaign, Catalyst PR delivered:
- 9 pieces of earned media coverage from one single story
- 123,000+ people reached across target audiences
- 10 embedded backlinks to key FreshGround website pages
- 28 brand mentions across high-authority editorial sites
- Average domain authority of 50–75 for all outlets — a strong indicator of credibility and SEO value
- Market penetration across key sectors including SMEs, general business management, HR, FM, office products, and customer experience
This campaign not only increased FreshGround’s visibility but also successfully positioned them as a voice of authority in the conversation about workplace culture and collaboration.
“The success of this campaign proves how vital high-visibility public health messaging is. When we can reach people where they live, work and travel, and speak directly to them through social media and real-world placements we genuinely help them recognise the early signs of leukaemia.
This isn’t just about impressions, shares and column inches, it’s about real lives being saved. We’re grateful to Catalyst PR for helping bring this message to the forefront of public consciousness.”
Leukaemia Care – Colin Dyer, Chief Executive
