Coffee brand Kenco has launched a £6.4m media campaign that sees a new advert run across TV, YouTube and Meta, reaching 96% of coffee-drinking adults.
The advert, which puts community spirit at its heart, tells the story of a frustrated girl who can’t play football where she lives because of a lack of facilities. After an inspirational cup of Kenco, her dad rallies the neighbourhood and soon everyone is lending a hand to renovate a neglected nearby playing field. Ending with the tagline ‘We rise by lifting each other’ the ad is overlaid with the Emeli Sandé song, ‘Lifted’.
The campaign comes in Kenco’s centenary year, which the brand is marking with an additional £11m marketing push to drive further category growth.
Roberto De Felice, Marketing Director UK&I at brand owner Jacobs Douwe Egberts, commented: “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.”
