British coffee brand Kenco has invested £6.4 million into an extensive omnichannel campaign as part of its 100th anniversary celebrations.
Centred a new 50-second TV spot, the creative will form part of the brand’s new ‘Made to Uplift’ platform and will ambitiously look to reach 96% of coffee-drinking adults.
Running across TV, YouTube and Meta, the campaign celebrates the role that good coffee can play in bringing local communities closer together.
Supporting the campaign and its 100th anniversary celebrations, Kenco will also be launching a series of in-store activations, shopper competitions and new product to ‘redefine’ the coffee category.
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“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,” Jacobs Douwe Egberts marketing director UK & Ireland, Roberto De Felice said.
“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.”
Later this summer, the brand will additionally launch a meaty £1.3 million above-the-line campaign to promote the launch of Kenco Gold Indulgence, its latest instant coffee proposition.
Breaking on 28 August and running through to 29 October, the launch will be supported by out-of-home and social media executions.
