THE CLIENT

BLACK RIFLE COFFEE COMPANY

THE CHALLENGE

Black Rifle Coffee has never been conventional. The veteran-owned company has unorthodox branding and founders unafraid to speak their minds. As they took the company public, they turned to Gail Gitcho Group to burnish that reputation.

STRATEGY AND TACTICS

We worked with the editorial team at the Wall Street Journal to help them write an investigative article in the paper’s opinion pages on the challenges that Black Rifle Coffee faced as they grew and IPO’d.

We followed this up by drafting and placing a joint opinion article, by Black Rifle Coffee CEO Evan Hafer and US Senator Rick Scott.

We paired it with a broadcast appearance by Evan Hafer on Fox & Friends.

THE OUTCOME

The WSJ article and ensuing coverage made waves, echoing across social media. It put Wall Street on notice that paying lip-service to supporting military veterans but holding back veteran-owned companies just wouldn’t fly.

THE BOTTOM LINE

If you’re taking on Goliath, you need people who know how to fight like David.