The three-month campaign focuses on women’s coffee rituals – which IPC Insight found to play an important part in coffee drinking – and for standout, a special paper mechanic bookmarks the bespoke advertising once the reader opens it out.
The campaign is designed to boost Kenco’s sales, as well as raising awareness of the brand’s association with the Rainforest Alliance. The creative is tailored to the readership of each magazine, and taps into the various coffee rituals identified, such as me-time, catching up with friends, or the chance to think about the wider world.
Malcolm Hett, Kenco’s senior brand manager, says: “The stories behind Rainforest Alliance certification in coffee-growing communities are inspiring and fascinating. Kenco is committed both to sourcing all our coffee from Rainforest Alliance Certified™ farms and also to creating an ongoing conversation with our consumers, so they can see how their coffee choice makes a real difference."
“IPC Southbank's creative solutions team have created a campaign that excites and engages readers and brings the association between Rainforest Alliance and Kenco front of mind.”
Carla Faria, IPC Southbank’s head of creative solutions, adds: “The Kenco campaign is based on an appreciation of how women use coffee time, and it satisfies Kenco’s objectives with a creative solution that will both stand out and inspire our magazine readers.”
Kenco’s campaign begins in the July issues of Marie Claire, Essentials, woman&home and Ideal Home, which will be on-sale at the beginning of June, and runs until the end of August.
The deal was brokered by Fliss Trew, Southbank solutions account manager, and Carla Faria at IPC and Scott Moorhead, associate director, at Starcom Mediavest.
