Industry: Coffee
Brewing Buzz: How We Helped PJ’s Coffee Make Their Downtown HSV Debut
PJ’s Coffee
The Challenge
With an existing footprint in Huntsville but a new downtown location on the way, PJ’s Coffee needed a strategic push to stand out in a competitive market. Their goal was simple: make opening day count. They partnered with Flourish to build local buzz, drive foot traffic, and create the kind of community momentum that would keep people coming back long after the ribbon was cut.
What We Did
This was a high-impact project: a short-term engagement focused on visibility, media traction, and grassroots connections. Flourish served as PJ’s on-the-ground partner for all things PR, community outreach, and event support, driving a full-scale local launch in just a few weeks.
Public Relations (Primary Focus)
- Media Outreach: Developed and distributed media alerts for both the soft and grand openings, giving local outlets a clear story and timeline.
- Earned Media Coverage: Secured a coffee roasting segment on Tennessee Valley Living and product features on WAFF 48, including coverage of PJ’s signature cold brew and beignets.
- Event Amplification: Helped turn a standard opening into a community moment, driving interest and attendance through pre-event media and day-of coordination.
Community Engagement (Secondary Focus)
- Beignet Drops: Organized and photographed branded beignet deliveries to key local businesses and organizations- including the Orion Amphitheatre, Toyota Field, the Space and Rocket Center, Mayor Battle’s Office, the Huntsville Havocs, The Huntsville/Madison County Chamber of Commerce, Huntsville Blast, and more- ahead of the opening. This grassroots effort drove organic reach across social media and introduced PJ’s to Huntsville decision-makers.
- Local Visibility: Promoted the soft and grand openings with traditional tactics like flyers and personal invitations, and facilitated connections to key local groups, including Downtown Huntsville Inc.
- Coffee Trail Integration: Secured PJ’s spot on the waitlist for the city’s Craft Coffee Trail to align them with Huntsville’s growing coffee culture.
The Outcome
Flourish helped PJ’s Coffee maximize its grand opening moment with a PR and outreach strategy rooted in local relevance. From media placements to community presence, the brand made a strong, authentic entrance into downtown Huntsville, laying the groundwork for long-term growth.
Flourish will always be my first call for branding and marketing ideas.
– Tracey Hendrix
Riverfront Wealth Advisors
Cute isn’t enough.
We make brands that crush it.
Design, marketing, and strategy that hit harder than your morning coffee.