KENCO INVESTS HEAVILY INTO NEW BRAND ATL CAMPAIGN DURING ITS CENTENNIAL YEAR

Celebrating 100 years of coffee expertise, Kenco sets itself up for the future with new ‘Made to Uplift’ brand platform

Kenco, one of the UK’s most loved coffee brands, is investing a substantial £6.4m into the debut of a new TV ad that will run at key moments from 8^th July, across TV, YouTube and Meta in order to reach 96% of coffee-drinking adults.

To celebrate being warmly invited into UK homes for more than 100 years, Kenco is putting communities at the heart of its new brand campaign, which tells the tale of how a cup of great-tasting Kenco coffee sparks a community to rally together to make a positive impact that uplifts others.  The advert opens with two young girls playing football in their local area, when their game is soon stopped by a neighbour that reminds them they ‘can’t play here’. Watching from the kitchen window, one of the girl’s dads overlooks as he is pouring himself a fresh cup of Kenco. As he takes his first sip, he has an epiphany, sparking an idea on how he can help his daughter and wider community.

Rallying the community to meet at their local football pitch which has been neglected for some time, after much hard work and everyone pitching in, the space is transformed into somewhere everyone can enjoy together. Ending with the tagline ‘We rise by lifting each other’ the advert is overlaid with the popular Emeli Sandé song, ‘Lifted’, to remind viewers that one person can have a big impact when they rally a community to uplift others and themselves.

Over the last two years, Kenco has invested the highest media spend across the category[1], and continues to invest throughout 2023. The £134 million coffee brand¹ has ensured brand awareness is at an all-time high during its centenary year, with an £11M ATL spend, to drive further category growth this year.

In addition to the TV ad, Kenco is celebrating 100 Years of Great Tasting coffee, honouring the occasion with a year of unmissable campaigns, in-store activations, competitions to uplift shoppers and brand-new new products that are set to redefine the coffee category.

Running alongside the TVC, Kenco continues to celebrate its centenary year by giving back to its loyal shoppers with a nationwide, in-store competition in partnership with Red Letter Days. Running until the end of the year in all major retailers, the competition will be promoted via unmissable point-of-sale materials to drive shoppers down the aisle. The competition gives shoppers the chance to win hundreds of uplifting prizes for two, throughout the year. With prizes worth anywhere between £100-£250 by texting ‘UPLIFT’ to 60163 after purchasing any Kenco product.

The brand has also expanded its instant range with Kenco Gold Indulgence – providing a new indulgent coffee experience for the Instant category. Kenco Gold Indulgence is the perfect blend of medium and dark roasted beans to create a luxurious and aromatic coffee flavour, with subtle notes of dark fudge, caramel and a velvety feel. The launch is supported with an £1.3m ATL campaign which will run across OOH and social platforms (Facebook & Instagram) at key times between 28^th August to the 29^th October. Activity includes high-impact displays of the new product which will be shown on billboard, digital and social media.

Roberto De Felice, Marketing Director UK & I at Jacobs Douwe Egberts (JDE): “We couldn’t be prouder to have reached this anniversary and wanted to celebrate this milestone in true Kenco style. Our new advert is all about the uplifting potential of coffee to bring people together and make a real difference in communities. We didn’t want to just stop there though and will widen our reach with our additional ATL campaign to support our new Gold Indulgence blend, as well as impactful in-store competitions to further engage with our audience.”

More information on the Red Letter Days competition, including how to win and T&C’s here: www.kenco.co.uk/100upliftingyearswin.

Kenco Gold Indulgence (195g) is available in Asda and Tesco now, with Sainsbury’s from 6^th August at an RRP of £6.25*.

Source: Kenco

  Beverage, Campaign, Coffee, JDE, Kenco, Marketing, Non Alcoholic, UK, VCCP