This coffee truck turned 26¢ into $7MM for our client.
The At-Cost Café was created to demonstrate the principle of at-cost investing with Vanguard. Because they operate at-cost, Vanguard's fees are just 1/5 the industry average. This sounds like minutiae to many people, but it can have a huge impact on your investment returns over time.
So to make the idea stick, the truck visited cities across the U.S. and sold coffee for 1/5 the average price, or 26¢ (the money went to local charities).
We used every touch point at the truck – napkins, cups, cardboard sleeves, menu boards) to spell out the facts. It all added up to a convincing argument – investors moved over $7MM in assets to Vanguard as a direct result of the campaign.