Caffè Nero is launching a nine-month outdoor advertising campaign focusing on its handcrafted coffee to raise brand awareness.
The multi-format campaign features roadside six sheets in Central London, bus supersides and a fleet of fully wrapped taxis in Greater London.
Sara Carter, marketing director at Caffè Nero, said: “We felt this was the ideal approach and message to communicate our authority in serving premium, handcrafted Italian coffee, made with skill by our expert baristas”.
The campaign tells the story of the Caffè Nero roasting processing, its secret blend of seven beans, its traditional Italian coffee machines, and its training school where baristas are tested to earn their ‘black shirt’.
Katja Thielen, creative director at the campaign’s design agency, Together, said: “The overall feel of precision, richness and warmth reflects the Caffè Nero coffee experience.”
Maxine Campbell, outdoor consultant at OOH International, which specialises in foodservice and hospitality clients, recommended the multi-format campaign to Caffè Nero in order to target business commuters, leisure and shopping audiences in Greater London whilst simply engaging in their day-to-day activities.
“In a competitive market where share is vital, Caffè Nero required a competitive medium to tempt consumers and stimulate an impulse buy, or remind them of a planned spend on coffee and food to divert them to their nearest Caffè Nero,” she said.
:The roadside six sheets are strategically placed in close proximity to the stores as a directional tool to trigger desire and entice customers to the coffee houses, whilst the buses and taxis will transport the message into the minds of consumers.”