All Be Happy

launching a charitable coffee company


Actor Hugh Jackman launched Laughing Man Coffee to provide a marketplace for farmers in developing countries to sell their goods to consumers in the U.S. As part of his ongoing commitment, Hugh wanted to contribute 100% of his profits to the Laughing Man Foundation in the spirit of ALL BE HAPPY.


Laughing Man wanted to establish itself as it’s own brand – not just “Hugh Jackman’s coffee company.”

To launch the charitable coffee company, Hugh Jackman and Laughing Man Coffee turned to Markitors to help get the word out online. The challenge Markitors faced was setting up new social media accounts and developing a community of devoted coffee consumers passionate about fair trade.


Markitors created the social media account structure and brand before making the pages live. We employed an aggressive organic social media growth strategy centered on Dukale’s story and the premise of ALL BE HAPPY. We armed influencers with Laughing Man product and instructions on how they could support. We engaged the growing community with daily posts optimized for different social media platforms. And in the end, we helped create a community that had a strong connection to a charitable company producing great product.


Six years after launch, Laughing Man Coffee and Tea was acquired by Keurig Green Mountain, Inc., (Keurig) (NASDAQ: GMCR), a leader in specialty coffee, coffee makers, teas, and other beverages.

Today, the Laughing Man social media following is more than 32,000 people on Facebook, 18,000 on Twitter, and 12,000 people on Instagram.



New Social Media Followers


Outreach Messages & Tweets Sent


Acquisition By Keurig

“It’s humbling to think that Dukale’s exceptional coffee will be enjoyed by millions.”

– Hugh Jackman

We move brands forward online

Markitors manages the social media marketing for organizations, including Content Management, Social Media Response, Targeted Influencer Outreach, Social Media Advertising, and Social Media promotional campaigns. These services occur on a monthly basis, and address objectives like growing brand awareness, bringing up sales, and highlighting the story that makes your company different in a competitive marketplace.


» To grow brand awareness through the sharing of your content and story.


» An outreach team of (1) online brand ambassador
» Execute social media content strategy
» Create and execute social media campaigns
» Manage all social media ads
» Manage all internal communication and outreach
» Distribute and optimize any client provided media
» On call 24/7, just like a regular employee


» (3) Social Media Posts per week on Facebook, Instagram, Twitter, and Pinterest
» 24/7 Monitoring
» Detailed monthly report on engagement, follower growth, and monthly recap with plans for next month

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