Job to be done
Ignite conversation around Camp Coffee – founded in 1876 – by evolving its brand positioning and heightening its relevance amongst its core target audiences.
Strategic approach
Lean into the idea of food evolution through the times and that growing sense of food adventure… Think food and drink adventures, big or small; think Camp Coffee. Let’s make the two synonymous (as the ultimate secret ingredient, trusted in kitchens for generations, we can).
Strategy and creative campaign
Camp Coffee. Inspiring Kitchen Adventures Since 1876: a new brand platform to work across paid, owned and earned media channels, leveraging brand heritage to ask: what’s next?
From Cookbook to FoodTok: our first campaign platform looking at the evolution of food habits across generations, and how younger people in particular – including Gen Z – have moved away from traditions such as Cookbooks towards trends such as #FoodTok –bringing the brand into a new foodie age with heightened relevance amongst its target audiences.
Results
- Over 40 quality editorial insertions so far, including 7 national print and broadcast hits and a regional syndication to key Reach PLC titles – a priority to engage our older target audience
- 100% key message cut through, including 100% brand spokesperson quotes
- An AVE of over £215k
- Over 100 million opportunities to see