STORIES BEHIND EVERY CUP by Manning Gottlieb OMD London for Douwe Egberts

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STORIES BEHIND EVERY CUP

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market United Kingdom
Agency Manning Gottlieb OMD London
Released October 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: DOUWE EGBERTS
Product/Service: COFFEE
Date of First Appearance: Oct 29 2009 12:00AM
Entrant Company: MANNING GOTTLIEB OMD, London, UNITED KINGDOM
Entry URL: http://behindeverycup.douwe-egberts.co.uk/
Business Director: Emma While (Manning Gottlieb OMD)
Account Manager: Lucy White (Manning Gottlieb OMD)
Account Planner: David Linnett (Manning Gottlieb OMD)
Digital Strategy Director: Natalie Bell (Manning Gottlieb OMD)
Content Director: Rabin Mukerjea (OMD Fuse/Manning Gottlieb OMD)
Content Director: Rachel Coates (OMD Fuse/Manning Gottlieb OMD)
Head of TV Buying: Vicky Knapp (Manning Gottlieb OMD)
TV Account Manager: Natalie de Cruz (Manning Gottlieb OMD)
Radio Account Manager: Tim Pritchard (Manning Gottlieb OMD)
Media placement: Radio - Product Spots - 13th November 2009
Media placement: TV - Channel 4 - 18th November 2009
Media placement: Search - Search - 18th November 2009
Media placement: Radio - Classic FM - Advertorials - 23rd November 2009
Media placement: Press - National Press - 21st November 2009
Media placement: Online - Display And Yahoo Answers - 23rd November 2009
Media placement: Online - Blogger Out-Reach - 29th October 2009

Results and Effectiveness
More than half a million people viewed the films online and 11.8 million people saw the documentary content in one form or other in various media formats. Most importantly they were viewed in media where Discoverers felt they had discovered the stories for themselves, rather than big broadcast exposures to everyone. Sales grew for the first time in 5 years with a media share of voice significantly lower than Douwe Egberts’ main competitors. Most importantly more people had been introduced or reintroduced to the brand with the number of Douwe Egberts purchasers increasing by 22% year-on-year.

Creative Execution
Discoverers had very particular and selective media habits. They were information-hungry, loving documentaries and food and drink programmes as well as quality food and drink editorial in newspapers, magazines and radio. The Big Idea drew upon these media insights – we created a coffee documentary series which ran in discovery media, media where Discoverers felt that they found the stories for themselves. Three beautifully shot films were created telling the stories of coffee from the legend of its discovery, to its rise through European culture, to its role in trade and banking, to how it is cultivated and produced today. The films appeared on online portals and were seeded through influential food and drink bloggers. Content from the series ran in other media including National Press content partnerships a radio promotion on Classic FM and a TV promotion around Channel 4’s food programming.

Insights, Strategy & the Idea
The coffee market had surged in the UK. New brands had entered the market with significant advertising budgets leaving Douwe Egberts to struggle. The main attraction to these new brands was the aspirational lifestyle they projected. Lavazza for example behaved more like an Italian haute couture fashion brand than a coffee brand. We identified a core of influential coffee lovers who we called Discoverers. Discoverers had a passion for food and drink and were increasingly becoming interested in product and brand back-stories; stories around origins, provenance, people and how products are made. Whilst they knew a lot about products in other food and drink categories there was a gap in their knowledge when it came to coffee and Douwe Egberts had the heritage and expertise to tell these stories. Our strategy fell out of these insights to become: Tell Discoverers the coffee stories they craved.