The fast-growing brand, which has listings in Co-op, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose, is using the campaign to build on strong sales in a year which has seen it launch new products and redesign its packaging.
In April the company unveiled its fifth single origin coffee, Mayan Gold, sourced from the Chiapas and Oaxaca regions of Southern Mexico and made from 100% organic Arabica beans grown by smallholder farmers.
The new ‘Higher Purpose’ TV spot features the brand’s best-selling organic Machu Picchu coffee and highlights both the high-altitude Peruvian Andes, on which high quality coffee beans are grown, as well as Cafédirect’s ‘higher purpose’ ethical position which sees profits shared with local growers.
The campaign, which retains its long-standing ‘Ridiculously Good’ strapline, breaks on 10th August; the 20-second spots will run initially throughout August on Channel 4, as well as Alibi, Dave, Eden, Gold and W. It will be supported with video-on-demand across All 4, supermarket digital six-sheets, email marketing and social media activity.
Cafédirect was the UK’s first, and is the largest Fairtrade hot drinks brand, investing up to 50% of its profits back into the grower communities it buys from. It is also the UK’s first certified B Corp coffee company.
Lorraine Kelleher, Marketing Controller at Cafédirect, said: “It’s been more than a decade since the Cafédirect name has been seen on national TV screens, so it’s a significant moment in the development of our brand.
“We have a loyal and fast-growing customer base – sales are up +33% in the last 12 months and +64% in the last 12 weeks – and we continue to lead the way in championing and supporting smallholder growers from around the world.
“We are using this campaign to showcase the quality of our beans – grown at 6,000ft in the Andes – and the positive impact we have on local farmers and co-operatives. Our most recent impact report shows we invested £1m last year into producer communities.
“As one of the three founder brands, and the only remaining 100% committed Fairtrade brand, Cafédirect is immensely proud of our 25-year association and business model that delivers great-tasting coffee whilst supporting the growers and communities who supply our high-quality beans.”
‘Higher Purpose’ was created by Big Al’s Creative Emporium, John Ayling & Associates are the media buyers and Umpf is providing social media support.