A Hero's Journey Dilworth Coffee Newsletters

In 1989, Dilworth introduced serious coffee to North Carolina, supplying small batch, ethically-sourced coffee to independent shops and distributors alike. And as business grew over the next few decades, independent coffee shops relied on them for turn-key supplies, equipment and training. But greater distribution and retail presence didn’t translate to commensurate Dilworth Coffee brand awareness among consumers. With a 30-year anniversary as excuse, our job was to show the “newer is better” coffee culture that Dilworth still had a lot of worthwhile coffee wisdom. So we channeled our inner “Dude” to share the vibe. The Dude became the hero that Dilworth needed and their customers' reliably humorous narrator.

From the original award submission.