How We Made People Care About Jaggery... And Pulled Off One of Maverick & Farmer's Most Successful Menu Launch!

When Maverick & Farmer decided to launch a new coffee menu, we knew we didn’t want it to be just another menu.

This wasn’t about adding a couple of trendy drinks and posting a pretty picture on Instagram.
This menu was built on something deeper. Jaggery. And not just any jaggery, but jaggeries sourced from different corners of India, each carrying its own history, culture, and story.

And the challenge was clear:
How do we make people actually care about it?

The usual playbook wouldn’t cut it

If you’ve been around F&B marketing, you know the drill:

• A launch post.

• A few stories.

• Maybe a reel or two.

• And maybe a few influencer collaborations?

We did all that. But deep down, we knew it wasn’t enough.

Because this launch wasn’t just about drinks. It was about farmers. About craft. About the effort that goes into every cup. And we couldn’t tell that story sitting behind a desk.

So we took the people on a journey

Instead of talking about jaggery, we decided to show it.

Ashish, one of Maverick’s co-founders, and our team packed our bags and jumped on a plane.

First stop: Kolkata, to trace the roots of Nolen Gur, the legendary winter jaggery of Bengal.
Second stop: Marayoor, Kerala, to witness the making of Marayoor jaggery, crafted using age-old traditions.

Two journeys. Two stories. Two amazing reels.

But here’s the difference. These weren’t ads. They were reasons to believe.

The response

When the reels went live, people didn’t just watch them. They connected with them. They saw the faces, the farms, the hands behind the jaggery.

And when it came time to promote the launch, we skipped the usual glossy ad posters altogether.
Our only ads? Those reels.

The result: One of Maverick’s most successful menu launch. Ever!

The takeaway

People don’t just care about what you’re selling. They care about why it matters.

For us, jaggery wasn’t just an ingredient. It was a story waiting to be told. And by letting people experience that story, we turned a coffee menu into something bigger — a connection.