JDE (Jacobs Douwe Egberts) is celebrating 100 years of its Kenco coffee brand. With a series of activities planned, the campaign begins with an in-store competition, on-pack design changes and an ATL campaign to support the centennial year.
Running until the end of the year in all major retailers, the competition will be promoted via point-of-sale materials to drive shoppers down the aisle. The competition gives shoppers the chance to win 100 prizes for two, offering 200 gift cards throughout the year.
Kenco will also start by running an above-the-line campaign worth £2.2m. Elevating the centenary celebrations, displays of the ‘100 uplifting years’ messaging alongside Kenco’s mountain range and best-selling products will be shown on billboard, digital and social media. To coincide with this, Kenco will also be adding its ‘100 Uplifting Years’ logo on pack across its portfolio.
Roberto De Felice, Marketing Director UK&I at JDE, said: “We couldn’t be prouder to have reached this anniversary and still have such a successful, pioneering brand that people can rely on for a great cup of coffee. We look forward to celebrating the brand’s success with our retail partners and creating a momentous amount of brand awareness around this anniversary, whilst giving back to the shoppers that continue to enjoy our coffee after all these years. Coffee is about bringing people together, and we hope that our in-store competition and the experiences on offer allows people to do just that.”
