Jacobs Douwe Egberts (JDE) is investing £6.4m into a campaign for its Kenco coffee range, with the aim of reaching 96% of coffee-drinking adults.
To mark 100 years of the brand, the supplier has launched an advert running across TV, YouTube and Meta social media sites.
JDE updates Kenco Millicano instant coffee packaging
With the tagline ‘We rise by lifting each other’, the ad sees a community transform a local football pitch into an area that can be enjoyed communally.
Kenco, which is worth £134m, has recorded the highest media spend among coffee suppliers over the past two years and wants to continue to maintain brand awareness in its centenary year.
Roberto De Felice, marketing director UK&I at JDE, said the supplier would further support the brand with a campaign in support of its Gold Indulgence blend, as well as in-store competitions.
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