This year, JDE (Jacobs Douwe Egberts), is celebrating 100 years of one of its most tried and trusted coffee brands – Kenco. With a series of activities planned, the campaign begins with an uplifting in-store competition, on-pack design changes and an ATL campaign to support the centennial year.
Remaining a popular cupboard staple for over 7 million UK households[1], Kenco is giving back to its loyal shoppers with a nationwide, in-store competition in partnership with Red Letter Days. Running until the end of the year in all major retailers, the competition will be promoted via unmissable point-of-sale materials to drive shoppers down the aisle. The competition gives shoppers the chance to win 100 uplifting prizes for two, offering 200 gift cards throughout the year. Shoppers can win prizes worth anywhere between £100-£250 by texting ‘UPLIFT’ to 60163 after purchasing any Kenco product.
Ensuring that brand awareness is at an all-time high, Kenco will also start by running an above-the-line campaign worth £2.2 million. Elevating the centenary celebrations, high impact displays of the ‘100 uplifting years’ messaging alongside Kenco’s iconic 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, to reinforce trust and quality and drive stand-out on shelf.
Roberto De Felice, marketing director UK & I at Jacobs Douwe Egberts (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.”
Kenco’s updated packaging is rolling into stores this month, alongside the ATL campaign. More information on the Red Letter Days competition, including how to win and T&C’s here: www.kenco.co.uk/100upliftingyearswin
