We developed a two-part strategy, which centred around building brand awareness with the right people. Firstly, targeting the trade audience with The Grocer partnerships to help secure negotiations with a view to listing Café Royal on supermarket shelves. And then focusing on the consumer audience with a dedicated UK social media strategy with targeted communications and messaging alongside in-store activity and consumer advertising.
We developed an integrated tease campaign two weeks prior to the awards, with a significant multimedia presence at the awards, where we had even negotiated to have Café Royal coffee served to VIPs and guests during dinner – something completely unprecedented that made people take notice!
It was a high impact campaign, creating instant brand awareness and generating strong leads with buyers who Delica AG could engage with to secure listings.
The FMCG marketplace is incredibly competitive, so to make such a big impression and establish a new force in that market in such a short space of time was an enormous success for Delica AG and Café Royal.