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Tuesday, 07 October 2008 |
Retailers should prepare for a surge in demand for Kenco freeze-dried coffee, with a high-profile TV campaign set to hit screens across the country from the start of October.
The 30-second advert, which forms part of an overall marketing investment of £7 million over the next six months, announces the news that 75 per cent of the beans across the Kenco freeze-dried coffee range are now sourced from Rainforest Alliance Certified farms.
The campaign demonstrates the benefits of the Rainforest Alliance Certified programme for coffee-growing communities, emphasising a new ethical approach by Kenco under the theme ‘Kenco - growing great coffee and more'.
The ad, featuring the voice of Don Warrington - the actor who played the much-loved Mr Makousa in previous adverts and a current star of Strictly Come Dancing - was shot on location in Costa Rica at a Rainforest Alliance Certified farm.
Farms that have earned the Rainforest Alliance Certified seal have to make a variety of improvements linked to protecting the environment, and ensuring decent wages, good housing, medical care and education for workers and their families. The new Kenco ad demonstrates these improvements. Beginning with a beautiful scene in the tropics, a fresh water supply, a schoolroom and improved worker housing grow out of the ground. Finally, the viewer sees coffee workers handpicking quality beans for Kenco.
The advert will air throughout October and November, alongside national print and online advertising, extensive sampling and direct marketing. More than 4 million jars will carry a yellow sustainably-sourced ‘collar', adding real shelf standout.
Jack Pipe, convenience sales director at Kraft Foods, said: "The new Kenco freeze-dried range gives retailers the opportunity to take advantage of two important trends - ethically sourced and premium coffee - and, as customers will get the same great Kenco taste with a new ethical benefit, it should be a must-stock product.
"This is a heavyweight multi-media campaign, and convenience stores should stock up in anticipation of strong demand."
Source: Kenco
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