Café Royal are a market leading coffee brand across Europe, Asia and Australia, from Swiss giant Delica AG.
Chalk & Ward Advertising were approached earlier this year to launch the Café Royal brand into the UK; not an easy task considering the highly competitive market, zero brand awareness and a target audience of the UK’s leading supermarket category buyers, who are notoriously difficult to engage with!
To achieve this we developed a two-part strategy. First, we targeted the trade audience to generate awareness of the brand and help secure negotiations with a view to listing Café Royal on supermarket shelves. We went directly to The Grocer, the leading FMCG publication in the UK, and negotiated an exclusive deal to sponsor the highly prestigious Gold Awards 2016 at The Guildhall in London. We knew that the most influential, senior decision makers from all of the UK multiples would all be under the same roof, and we wanted to let them know exactly who the new coffee kids on the block were!
To do this, we created an integrated tease campaign two weeks prior to the awards, wishing all of the finalists good luck, which was supported with heavy multi-media presence during the awards themselves. We even negotiated to have Café Royal coffee served to the guests and VIPs during dinner, something which was completely unprecedented and made people take notice. Finally, we had a multi-channel ad campaign to congratulate the winners.
The campaign marked a huge success for Café Royal. We achieved instant brand awareness, strong leads were generated and buyers are currently being engaged to discuss listings.
Now that we’ve built momentum with the trade, the next steps are to target consumers. Conveniently for us, we have a competitive edge over other coffee producers, since we have a fairly well known celebrity endorsing the brand – Robbie Williams!
The consumer side has been launched through social media platforms to drive data capture and allow us to create targeted communications and messaging. The initial response has been very promising, with the ‘social buzz’ building quicker than even we had anticipated.
We’ve just written the 2017 UK marketing strategy for both B2B and B2C audiences that will be presented to Delica AG in the next couple of weeks. For now, our lips are sealed regarding all of the exciting projects we’re planning across the various key media channels, but rest assured, you will be seeing the Café Royal brand a lot more in the next 12 to 18 months, and Chalk & Ward Advertising will be the agency bringing it to you, which we’re pretty excited about!