Kenco is investing £6.4m in a new ad campaign to mark its 100-year anniversary celebrations.
Centred around a 50-second TV spot, the creative will form part of the brand’s new ‘Made to Uplift’ platform and aims to reach 96% of coffee-drinking adults.
Running across TV, YouTube and Meta social media platforms, the campaign celebrates the role that good coffee can play in bringing local communities closer together.
Alongside the campaign and its anniversary celebrations, Kenco will also be launching a series of in-store activations, shopper competitions and new products to ‘redefine’ the coffee category.
Later in the summer, the brand will launch a £1.3m above-the-line campaign to promote Kenco Gold Indulgence, its latest instant coffee proposition that launches in supermarkets next month.
Roberto De Felice, Marketing Director UK & Ireland at Jacobs Douwe Egberts, said. “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.”
