Clarion announce the launch of Kenco’s home-recyclable paper refill packs to trade media

Kenco is the first major UK coffee brand to switch from plastic to paper refills marking a breakthrough for sustainable packaging in the instant coffee category. To mark the launch, the trade team were tasked with creating an impactful campaign that would run during the key launch period in Q1 and raise awareness amongst a key grocery audience.

The campaign was kicked off with a news announcement to trade media, generating widespread editorial coverage across key trade titles, including industry leading publication, The Grocer. In addition, the team devised a strategic advertising campaign including the front cover of The Grocer Guide To: Hot Drinks and Cold Brew, supported by impactful digital ads, including a website takeover of The Grocer online.  The team also worked in partnership with The Grocer to create a promotional thought leadership feature and advertorial content, discussing the refill and reuse trend, which was a crucial key message for Kenco. 

Both the editorial and paid content included key messages to position Kenco as a leader in innovation and highlighted its sustainability goals for the future.

The result: The team secured 12 pieces of coverage across key grocery titles with a reach of over 800,000 and 100% of coverage including a comment from a brand spokesperson. The online takeover also exceeded the benchmark for impressions by over 400% and engaged the key retailer audience.