To commemorate its 100th anniversary in the UK, Kenco is taking a community-centric approach in its latest brand campaign. The campaign showcases how a delicious cup of Kenco coffee can inspire a community to come together and create a positive impact that uplifts everyone involved.
The advertisement is accompanied by the uplifting song, ‘Lifted’, by Emeli Sandé, serving as a reminder that an individual’s actions can have a significant influence when they unite a community to better themselves and others.
Over the past two years, Kenco has dedicated the highest media spend in the category and will continue investing in 2023. With a whopping £134 million valuation, the coffee brand has successfully raised brand awareness to new heights during its centenary year. This includes an £11 million above-the-line (ATL) spend, aimed at driving further growth in the category this year.
Roberto De Felice, the marketing director for the UK & I at Jacobs Douwe Egberts (JDE), expressed his pride in reaching this milestone and emphasized the brand’s desire to celebrate it in true Kenco fashion.
“Our new advertisement captures the empowering potential of coffee to unite people and make a genuine difference in communities,” De Felice stated.
However, Kenco’s efforts do not stop there. In addition to this, they plan to expand their reach with an additional ATL campaign to support their new Gold Indulgence blend. They will also host impactful in-store competitions to further engage with their audience.
In conclusion, Kenco’s 100th anniversary campaign showcases the power of a great-tasting cup of coffee to inspire unity and positive change within communities. Through significant investments and strategic brand initiatives, Kenco aims to not only celebrate this milestone but also drive growth and engagement among its consumers.