# Deceptive Cafe Pranks Coop's Coffee Shop Prank Proves That People Love Grocery Store Coffee By Laura McQuarrie | Published 2015-12-04 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/coffee-shop-prank References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/guerrilla-marketing/coop-creates-the-secret-coffee-shop-and-pranks-coffee-lovers/) & [coop.no](https://coop.no/) In order to prove to the world that it serves great coffee, grocery store chain Coop set up a [coffee shop prank](https://www.trendhunter.com/trends/abandoned-coffee-shop). As well as attempting to prove that its coffee is delicious, Coop wanted to remind the public that a good cup of coffee doesn't have to come from a [hip cafe](https://www.trendhunter.com/trends/brandor-coffee) with outrageous prices. The Secret Coffee Shop was set up for a month, drawing in more than 4,000 people who had the chance to [cast a vote](https://www.trendhunter.com/trends/barista-creations) about the coffee served. The results revealed that 67% of people really liked the coffee, while 32% found it good and 1% did not care for the coffee at all. After being in operation for 30 days, it was revealed that the Secret Coffee Shop was actually a publicity stunt that simply used branding to elevate Coop's current selection of coffee beans. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 12% | Activity: 48% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Pranks](https://www.trendhunter.com/pranks) ## Key Themes ### What's Driving This Trend - **Grocery Store Coffee:** Opportunities abound for grocery stores to highlight their coffee offerings and challenge the dominance of hip cafés. - **Disruptive Branding:** Innovative branding strategies can help businesses like Coop create buzz and challenge consumer perceptions. - **Publicity Stunts:** Organizations can leverage the power of unconventional, attention-grabbing campaigns to generate excitement and capture market share. ### Who This Affects Most - **Grocery Retail:** Grocery retailers can seize the opportunity to reposition coffee as a key offering and attract coffee enthusiasts. - **Coffee Shop Chains:** Established coffee shop chains can explore unique marketing tactics to differentiate themselves from their competitors. - **Advertising and PR:** The advertising and PR industry can tap into the trend of disruptive branding to help clients create memorable campaigns that challenge the status quo. ## Related on Trend Hunter - [Coffee-Themed April Fool's News](https://www.trendhunter.com/trends/eight-oclock-coffee.md) - [Celebratory Free Coffee Campaigns](https://www.trendhunter.com/trends/free-coffee-campaign.md) - [Fitness-Focused Coffee Shops](https://www.trendhunter.com/trends/fit-cafe.md) - [Iced Coffee Challenges](https://www.trendhunter.com/trends/iced-coffee-dare.md) - [Confessional Cafe Pop-Ups](https://www.trendhunter.com/trends/kitchenaid-caffeine-confessions.md) - [Authenticity-Focused Coffee Campaigns](https://www.trendhunter.com/trends/for-the-love-of-real.md) - [Organic Coffee Partnerships](https://www.trendhunter.com/trends/pret-a-manger-3.md) - [Premium In-House Brand Coffees](https://www.trendhunter.com/trends/ever-ground-coffee.md) - [Complimentary QSR Coffee Campaigns](https://www.trendhunter.com/trends/pret-organic-coffee.md)